Volume 04 Issue 11-2024
179
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
11
P
AGES
:
179-182
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
ABSTRACT
The article analyzed the existence of a component that covers all designs that affect the content of graphic content
and communication by the method of creolization of texts in Verbal form. Among them, Font, color, text background,
image print patterns (icons, ideograms), graphic manifestations of oral text form Creole elements of advertising
discourse and the ideas in this regard were evidenced by the opinions of scientists. Visual elements outperform verbal
information in their brilliance, charm and incorporation of a lot of information. In the structure of advertising texts,
such visual units are also used, creating a creolized structure.
KEYWORDS
Creolized, verbal, non-verbal elements, extralinguistic, advertisement, graphic manifestation.
INTRODUCTION
Factors such as the gender, age, place of residence and
worldview of the consumer are some of the most
important factors in creating advertising texts. Taking
these aspects into account, various tools are used in
the texts of advertising products. These include
linguistic, extralinguistic, and nonverbal elements as
examples. Texts of this type are called Creole, creolized
or creolized text. The concept of creolitic text was
introduced in 1990 by.A.Sorokin and E.F.Introduced by
Tarasovs. Children of mixed marriages between
Spanish and Portuguese immigrants and natives were
called Creoles (creole in French; criollo in Spanish and
crioulo in Portuguese; creare in Latin from the word
“create, educate”). Creoles are born and live in Latin
America. In linguistics
, the term” creolization
(creolization) " refers to the emergence of a new
Research Article
LINGUISTIC FUSION IN ADVERTISING, CREOLIZED TEXTS
Submission Date:
November 20, 2024,
Accepted Date:
November 25,2024,
Published Date:
November 30, 2024
Crossref doi
https://doi.org/10.37547/ajps/Volume04Issue11-31
Jurayeva Muqaddamxon Abdug‘ofur qizi
Assistant teacher, Fergana Branch of Tashkent Informatio.n Technologies University, Uzbekistan
Journal
Website:
https://theusajournals.
com/index.php/ajps
Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Volume 04 Issue 11-2024
180
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
11
P
AGES
:
179-182
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
language in which vocabulary and grammar are mixed
as a result of the interaction of two or more
languages."
METHODS
While the research multiple methods have been used
including hermenuitic(based on texts). In the process
of creolization, contact with other languages results in
a gradually simplified language. When the same
concept applies to text, creolization represents a text
that combines linguistic and paralinguistic tools.
RESULT
Today, the world of media and media is developing
rapidly. The Verbal universe has been aided by
creolized advertising texts in times of impotence in the
process of communicating information to humanity.
From the analysis, it can be concluded that creolized
advertising texts are used to attract attention, to
interest those around them, by their role in
communicating information to the recipient.
The synthesis of speech and image in communication
became the basis for the formation of many new
genres and visual art. With the method of creolization
of texts in Verbal form, it was found that there is a
component that covers all the designs that affect the
content of graphic content and communication.
Among them, the Font, color, text background, image
print patterns (icons, ideograms), graphic appearance
of oral text (in the form of a picture) should occupy a
special place.
Creolized texts are sometimes formed from two
constituent parts, verbal and nonverbal. Such types of
promotional texts can be used in product, cartoon, film
poster, and poster display. In Creole advertising
discourse, verbal and visual elements are considered
inextricably linked. When one of the components is
removed, gaps are visible in the data transmission of
the remaining component. The first appearance of the
Creole text is found in the work of the Exuper “The
Little Prince”, where the verbal text and the author's
drawings emdiv a whole.
Linguistic scientists L.Kuikka and Carey Jewitt argue
that “verbal and pictorial mixed text is cal
led creolized
(multimodal) text. Multimodality combines one or two
organizational parts in itself to make sense, such as
advertising is a creolized text, structured from visual
and verbal fragments.”
In the following we can analyze creolized advertising
text by company Pepsi Co. here is the slogan
—
"Yeh
Hai Youngistaan Meri Jaan" (This is Youngistan, My
Life). Language Blend: Hindi and English (Hinglish) for
example, in India, Pepsi used a mix of Hindi and English
in their advertising slogans, like "Yeh Hai Youngistaan
Meri Jaan" (This is Youngistan, My Life), where
"Youngistan" is a playful fusion of "young" and the
Hindi suffix "-stan" (meaning land of). This linguistic
Volume 04 Issue 11-2024
181
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
11
P
AGES
:
179-182
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
fusion taps into the growing influence of English,
especially among youth, while still retaining a
connection to local culture. It shows how blending
languages helps companies reach out to bilingual or
multilingual audiences
DISCUSSION
V.A.In Vinogradov's view,”the language system (code)
is character - oriented, text-symbolic". Hence,
creolized texts cannot shed light on holistic content
even when analyzing the two element sides separately.
Therefore, such types of text are called Creole text.
Creolized texts in advertising refer to the use of mixed
languages, dialects, or cultural expressions that blend
elements of standard and non-standard language
forms. From a linguistic perspective, these texts reflect
the fusion of different linguistic and cultural identities,
often resonating with specific communities or
markets. They are strategically employed in advertising
to appeal to diverse consumer groups, evoke cultural
resonance, or inject humor and familiarity. A.Nazaykin
believes that the word” creolization " in a metaphorical
sense will consist of a verbal (natural language) and a
noverbal (image, music, formula) component,
meaning an uneven semiotic text made up of other-
other characters by nature. Hence, advertising texts
can be an example of a Creole text.
“Today there are several views of the world of the
internet, public places, roads of automobile and public
transport and creolized text forms that are being
shown on television. These are:
- Comics (funny images).
- Illustrated articles in the newspaper.
- Images with cognitive metaphor.
- Announcements of private and public films.
- Advertisement.
- Political appeals.
- Pictures with spiritual transitions.
-
Various cartoons.”
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182
American Journal Of Philological Sciences
(ISSN
–
2771-2273)
VOLUME
04
ISSUE
11
P
AGES
:
179-182
OCLC
–
1121105677
Publisher:
Oscar Publishing Services
Servi
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