EXPRESSION OF NATIONAL VALUES AND MENTALITY IN UZBEK NEWSPAPER ADVERTISING TEXTS

This article explores the linguistic representation of notional values and national mentality in Uzbek newspaper advertising texts. Focusing on the historical development of advertising discourse in both English and Uzbek contexts, the study highlights their distinctive features shaped by cultural and social factors. Particular attention is paid to the lexical, semantic, and pragmatic means through which value concepts and mentality are expressed in Uzbek print media advertisements. The findings demonstrate that advertising language serves not only as a persuasive tool but also as a reflection of cultural identity and societal norms. Keywords: Advertising Discourse, National Values, Mentality, Uzbek Newspapers, Linguo-Culture, Pragmatics, Cultural Identity.