TRANSLATION PROBLEMS IN ENGLISH ADVERTISEMENTS INTO UZBEK: A LINGUISTIC AND PRAGMATIC ANALYSIS

Abstract

This article examines the major challenges involved in translating advertising texts from English into Uzbek. Advertising language is highly creative, persuasive, and culturally bound, which makes direct translation insufficient for achieving communicative effectiveness. The study focuses on key linguistic issues such as lexical gaps, idiomatic expressions, ambiguity, and wordplay, as well as cultural and pragmatic factors that influence translation outcomes. Special emphasis is placed on the concept of transcreation as a strategy for adapting advertising messages to the target audience while preserving their original intent and impact. Through qualitative analysis, the article demonstrates that successful translation of advertisements requires not only linguistic competence but also cultural awareness and creative skills. The findings highlight the importance of localization and audience-oriented approaches in producing effective Uzbek advertising texts.