Translation Transformations in Advertising: A Comparative Analysis of English And Uzbek Advertising Texts

The translation of advertising texts is a multifaceted process that transcends simple linguistic substitution, requiring a deep integration of semiotics, cultural studies, and marketing psychology. This article explores the specific translation transformations employed when rendering English advertising content into the Uzbek language. Given the structural divergence between English (an analytic language) and Uzbek (an agglutinative language), as well as the profound cultural differences between Western and Central Asian consumer markets, literal translation often fails to preserve the persuasive impact of the original message. Through a qualitative and comparative analysis of various global and local brand campaigns, this study identifies and categorizes the most effective transformation strategies, including transposition, modulation, adaptation, and transcreation. The findings suggest that successful advertising translation in the English-Uzbek pair is primarily governed by functional and pragmatic equivalence, where the target text is reconstructed to evoke a specific emotional response in the Uzbek-speaking audience.