MILLIY TELERADIOKANALLARDA REKLAMA UZATISHDA MILLIY O’ZIGA XOSLIK VA XALQARO TAJRIBA UYG’UNLIGI

The article discusses the harmonization of national identity and international experience in advertising on national television and radio channels, the ideas put forward in product advertising and their impact on everyday life, advertising marketing and information activities. This article analyzes the issues of harmonizing international experience while maintaining national identity in the process of advertising on national television and radio channels. Advertising is considered an important communicative tool that expresses the culture, values of society and the psychology of consumers. From this point of view, along with preserving national traditions, customs, elements of language and culture in the content and form of advertising on Uzbek television and radio channels, it is important to effectively use advanced foreign approaches. The article studies the experiences of different countries in the field of advertising and shows ways to adapt them to the local media environment. It also analyzes the possibilities of increasing the effectiveness of national advertising through modern marketing technologies, digital platforms and creative approaches. The research results include proposals to ensure the coherence of national and global advertising practices for Uzbek television and radio channels.