Title: Conceptual and terminological framework for children's advertising research: a comparative study of French and Uzbek contexts
Authors: Makhbuba Khudayberganova
Volume: 9
Issue: 11
Pages: 11-15
Publication Date: 2025/11/28
Abstract:
This study presents a cross-linguistic examination of terminology systems employed in children's advertising research within French-speaking and Uzbek-speaking academic communities. Through systematic analysis of scholarly publications, specialized dictionaries, and empirical research spanning three decades, the investigation identifies shared conceptual foundations alongside culturally-embedded distinctions in terminological frameworks. The research explores how cultural paradigms influence conceptual architectures, lexical formation patterns, and semantic dimensions of advertising terminology. Findings indicate significant divergences in both linguistic representation and underlying conceptualization of children's advertising phenomena, stemming from contrasting cultural values, educational philosophies, and societal norms. The French tradition emphasizes critical analytical perspectives and individual autonomy, while the Uzbek approach foregrounds educational functions and collective cultural values. These terminological differences reflect deeper epistemological orientations shaping how each culture comprehends and regulates advertising communication directed toward young audiences.