CROSS-LINGUISTIC COLOUR CONNOTATION ASYMMETRY: A CORPUS-BASED PRAGMATIC ANALYSIS OF UZBEK AND ENGLISH ADVERTISING DISCOURSE

This study investigates the pragmatic asymmetry of colour-term connotations in Uzbek and English advertising discourse through a contrastive corpus-based approach. While colour symbolism has been widely studied within cognitive and cultural linguistics, comparative pragmatic analyses involving Uzbek remain scarce in the international literature. Drawing on a purpose-built bilingual corpus of advertising texts, this paper identifies the denotative, connotative, and pragmatic functions of six basic colour terms and examines how their communicative load diverges across the two languages. The analysis reveals that colour terms which appear lexically equivalent frequently diverge in pragmatic function, a divergence traceable to distinct linguocultural value systems. The findings carry implications for cross-cultural marketing, translation practice, and second-language pragmatics instruction..