Linguocultural Interpretation of Evaluative Adjectives in Advertising Texts: The Case of German And Uzbek Languages

Abstract

This article examines the linguocultural interpretation of evaluative adjectives in advertising texts on the material of the German and Uzbek languages. The study proceeds from the assumption that advertising discourse is not only a means of commercial persuasion, but also a space in which culturally marked values, consumer ideals, and models of social desirability are verbalized. In such discourse, evaluative adjectives perform a particularly important role because they compress judgment, emotion, and persuasion into compact lexical units that are easily recognized and remembered by the recipient. The purpose of the article is to identify the semantic, pragmatic, and linguocultural features of evaluative adjectives in German- and Uzbek-language advertising texts and to explain how these adjectives reflect national-cultural preferences in the representation of product quality, trust, beauty, comfort, prestige, and usefulness. The article argues that evaluative adjectives in both languages function as markers of positive axiological framing, but their distribution and preferred semantic zones reveal different cultural emphases. In German advertising, evaluative adjectives tend to foreground precision, quality, durability, practicality, and efficiency, whereas in Uzbek advertising they more often activate associations with sincerity, trust, family value, comfort, beauty, and emotional proximity. The findings demonstrate that the same persuasive objective may be realized through different adjectival choices because advertising adapts itself to culturally shared expectations. The article concludes that evaluative adjectives in advertising texts should be interpreted not only as lexical means of praise, but also as linguocultural signals that encode collective value orientations and communicative norms.