The Representation of Females in Advertising Texts and Pragmatic Studies of Uzbek and English Advertising Texts: Analysis of its Impact on Gender Stereotypes, Women’s Self-Esteem, and Body Image

Abstrak

The study examines the historical and cultural perspectives on the representation of females in advertising texts, highlighting the perpetuation of gender stereotypes and objectification in advertising. The article also explores the negative impact of advertising on female self-esteem, body image, and mental health, citing studies that show exposure to idealized and sexualized images of women in advertising can lead to negative body image, lower self-esteem, and increased risk of eating disorders and depression. The study also analyzes the pragmatic features of Uzbek and English advertising texts, exploring the ways in which advertisers use language to achieve their goals. Overall, the study emphasizes the importance of promoting media literacy and social responsibility in all aspects of life.