The article examines the verbalisation of the concept “benefit/profit” (“foyda”) in Uzbek and English advertising texts and its manipulative-pragmatic potential from comparative-typological and linguocultural perspectives. Advertising discourse is treated as a special type of manipulative influence in which this concept functions as the core motivational nucleus. Drawing on more than 240 advertising texts, the study identifies manipulative mechanisms such as presupposition, implicature, quantitative framing, urgency (time limitation) and evaluative lexis. The findings reveal a prevalence of an individual-rational construal of benefit in English advertising and a collective-ethical one in Uzbek advertising. The results may serve as a theoretical basis for the comparative study, translation and localisation of advertising texts.

concept of benefit, advertising discourse, manipulation, pragmatics, linguoculturology, semantic field, presupposition, implicature, axiology, comparative analysis.

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