This article analyzes the linguocultural features of gender representation in Uzbek and English advertising texts. It highlights the cultural dependence of gender stereotypes, roles, and representations in advertising communication, which manifest differently in various cultures. The study examines how gender characteristics are reflected through lexical, grammatical, and stylistic devices in advertising texts. The similarities and differences in gender expression in Uzbek and English advertising are identified. It is observed that traditional gender roles are more frequently reflected in Uzbek culture advertising, while English advertising emphasizes gender equality and diversity. The adaptation strategies of global brands to local cultural contexts are also analyzed.

Advertising, gender, linguocultural features, image, stereotype, cultural context, brand, strategy, visual, lexical unit, gender depiction, individualism.

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