Authors

  • NILUFAR SAIDOVA

DOI:

https://doi.org/10.71337/inlibrary.uz.science-research.102497

Keywords:

reklama tarjimasi kross-madaniyatli kommunikatsiya lokalizatsiya transkreatsiya madaniy adaptatsiya lingvistik transformatsiyalar semiotik tahlil pragmatik ekvivalentlik madaniy qadriyatlar globallashtirishga qarshi mahalliylashtirish

Abstract

Ushbu ilmiy maqolada reklama tarjimasida qoʻllaniladigan kross-madaniyatli yondashuvlar tahlil qilinadi. Reklamaning asosiy maqsadi – mahsulot yoki xizmatni samarali targʻib qilish boʻlsa-da, bu jarayon turli madaniyatlar kontekstida muhim oʻzgarishlarga uchraydi. Maqolada reklamalarni bir tildan ikkinchi tilga oʻgirishda yuzaga keladigan lingvistik, semiotik va pragmatik muammolar oʻrganilgan. Shuningdek, reklama tarjimasida madaniy-spetsifik elementlar, ramzlar va qadriyatlar tizimini saqlash yoki moslashtirish strategiyalari koʻrib chiqilgan. Tadqiqot doirasida oʻzbek va xorijiy bozorlar uchun tayyorlangan reklama matnlari qiyosiy tahlil qilinib, mahalliylashtirish (lokalizatsiya) va globallashtirishning optimal nisbati aniqlangan. Maqolada, shuningdek, reklama tarjimasida transkreatsiya (ijodiy qayta ishlash) usuli samaradorligi ham oʻz isbotini topgan. Natijalar reklama tarjimasida madaniy kontekstni hisobga olgan holda, maqsadli auditoriyaga yanada ta'sirchan matnlar yaratish imkoniyatini koʻrsatadi.

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