KIRISH: maqolada Oโzbekistondagi reklamaning estetikasi va vizual tili anโanaviy badiiy kodlar hamda innovatsion raqamli texnologiyalar oโzaro taโsiri doirasida tahlil qilinadi. Reklama vizual madaniyat shakli va sanโatshunoslik tadqiqot obyekti sifatida koโrib chiqiladi. MAQSAD: oโzbekistonda zamonaviy reklama vizual tilining shakllanish xususiyatlarini aniqlash hamda uning estetik transformatsiyasida anโana va innovatsion texnologiyalarning oโrnini belgilash. MATERIALLAR VA USULLAR: tadqiqotda sanโatshunoslik tahlili, vizual-stilistik va qiyosiy tahlil usullari, shuningdek semiotik va madaniyatshunoslik yondashuv elementlaridan foydalanildi. Nazariy asos sifatida reklama nazariyasi, vizual madaniyat va reklama idroki psixologiyasiga oid ilmiy manbalar olindi. NATIJALAR VA MUHOKAMA: tadqiqot natijalari Oโzbekistondagi reklama vizual tili milliy badiiy anโanalar va zamonaviy raqamli texnologiyalar sintezi asosida shakllanishini koโrsatdi. Anโanaviy estetik kodlar raqamli muhitga moslashtirilgan soddalashtirilgan grafik va belgili shakllarga transformatsiyalanmoqda. XULOSA: oโzbekistondagi reklama nafaqat tijoriy kommunikatsiya vositasi, balki madaniy identifikatsiya va texnologik modernizatsiya jarayonlarini aks ettiruvchi vizual madaniyatning muhim elementi hisoblanadi.
INTRODUCTION: the article examines the aesthetics and visual language of advertising in Uzbekistan in the context of the interaction between traditional artistic codes and innovative digital technologies. Advertising is analyzed as a form of visual culture and an object of art-historical research. AIM: to identify the features of the formation of the visual language of contemporary advertising in Uzbekistan and to determine the role of tradition and innovative technologies in its aesthetic transformation. MATERIALS AND METHODS: the study employs methods of art-historical analysis, visual-stylistic and comparative analysis, as well as elements of semiotic and cultural approaches. The theoretical basis consists of works on advertising theory, visual culture, and psychology of advertising perception. RESULTS AND DISCUSSION: the research reveals that the visual language of advertising in Uzbekistan is formed through the synthesis of national artistic traditions and modern digital technologies. Traditional aesthetic codes are transformed into simplified graphic and symbolic forms adapted to the digital environment. CONCLUSION: advertising in Uzbekistan functions not only as a means of commercial communication but also as a significant element of visual culture, reflecting processes of cultural identity and technological modernization.
ResearcherUz