This study investigates the cognitive mechanisms underlying gender-oriented advertising in Uzbek and English languages through the lens of conceptual metaphor theory and frame semantics. A corpus of 200 advertisements (100 Uzbek, 100 English) targeting male and female audiences was analyzed using cognitive linguistic methodology. The findings reveal systematic differences in conceptual metaphors and frame structures employed in gender-targeted advertising across both languages. Female-oriented advertisements predominantly utilize BEAUTY IS A JOURNEY and SELF-CARE IS TRANSFORMATION metaphors, while male-oriented advertisements favor ACHIEVEMENT IS CONQUEST and SUCCESS IS POWER frames. Cross-linguistic analysis demonstrates both universal cognitive patterns and culture-specific variations in gender representation strategies.
Sevinch Xayitmatova (Sat,) studied this question.