LANGUAGE GAME IN BISNESS ADVERTISING DISCOURSE: BASED ON ENGLISH AND UZBEK LANGUAGE ADVERTISING

This research investigates the phenomenon of language game in business advertising discourse with a contrastive analysis on English and Uzbek advertisements. Advertising, as one of the most influential types of discourse in modern society, employs various linguistic strategies to attract attention, persuade, and create memorable messages. Among these strategies, language game creative manipulation of words, sounds, and structures plays a crucial role. By analyzing samples from English and Uzbek business advertising, this study shows similarities and differences in the use of phonetic, lexical, semantic, and pragmatic language games. The findings highlight how cultural context, linguistic structure, and market orientation shape advertising creativity in both languages.