MULTIMODALITY AND SEMIOTIC ENGINEERING IN ADVERTISING DISCOURSE: A STRUCTURALIST ASSESSMENT

Authors

  • Raximjonov Doniyor Shuxratilla o‘g‘li Raximjonov Doniyor Shuxratilla o‘g‘li Author
  • Nurbek Gulimmatov Murodboyevich Nurbek Gulimmatov Murodboyevich Author

Keywords:

Semiotics, Multimodality, Advertising Discourse, Signifier, Connotation, Denotation, Polysemy.

Abstract

Modern advertising discourse represents a rich semiotic system where messages rely on complex interactions between verbal codes, visual representations, and hidden cultural signifiers.

Author Biographies

  • Raximjonov Doniyor Shuxratilla o‘g‘li, Raximjonov Doniyor Shuxratilla o‘g‘li

    Toshkent Amaliy Fanlar Universiteti
    Xorijiy til va adabiyoti: ingliz tili yo’nalishi talabasi

  • Nurbek Gulimmatov Murodboyevich, Nurbek Gulimmatov Murodboyevich

    Toshkent Amaliy Fanlar Universiteti
    Xorijiy til va adabiyoti: ingliz tili yo’nalishi talabasi

References

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Published

2026-06-01

Issue

Vol. 7 No. 2 (2026): GLOBAL TRENDS IN SCIENCE AND INNOVATION

Section

Articles