СULTURAL DIFFERENCES IN AMERICAN AND UZBEK MAGAZINE ADVERTISEMENTS
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https://doi.org/10.69617/nuuz.v1i1.2.6411##semicolon##
Translation, localization, globalization, term, cultural values, localized advertisements and non-localized advertisements, individualism.Abstrak
This article explores how each nation, based on its culture and worldview, adapts advertising texts and their visual presentation to align with national values when conveying them to consumers. It also illustrates, with examples, how this phenomenon is clearly evident in both English and Uzbek advertising texts. In many cases, when products from globally renowned American companies are introduced into our country, the process of translating their English-language advertisements involves adapting them to align with our cultural values. Scholars refer to this phenomenon as “localization” which encompasses not only the translation of advertising texts but also the modification of their visual presentation to match the cultural values of the target audience in a given country. This article provides a detailed analysis of these phenomena, supported by scholarly perspectives and examples from various journals.
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