Linguvopragmatic Impact of Anthroponyms on Advertising Texts

Sohiba Otakhonova

doi:10.51699/cajlpc.v6i4.1343

Sohiba Otakhonova PhD student at Tashkent State University of Uzbek Language and Literature

DOI: https://doi.org/10.51699/cajlpc.v6i4.1343

Keywords: Anthroponym, Advertising, Pragmatics, Linguopragmatic Role, Communicative Effect

Abstract

This article examines the linguopragmatic role of anthroponyms in advertising, focusing on how personal names influence consumer emotions, trust, and national identity. While previous studies have explored language use in advertising, there is a knowledge gap regarding the specific impact of anthroponyms, especially in non-Western contexts like Uzbek advertisements. This study aims to fill that gap by analyzing anthroponyms in both Uzbek and English ads, comparing their cultural and pragmatic functions. Using a qualitative, comparative approach, the research examines advertisements featuring personal names, analyzing their semantic and pragmatic roles in shaping consumer perception. The findings reveal that Uzbek ads primarily use anthroponyms to evoke sincerity and cultural connection, while English ads leverage celebrity names to enhance credibility and global appeal. This study underscores the importance of strategic use of anthroponyms to maximize advertising impact. Future research could explore their role in digital advertising and online consumer behavior.

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