O‘ZBEKISTONDA REKLAMANING ESTETIKASI VA VIZUAL TILI: AN’ANA VA INNOVATSION TEXNOLOGIYALAR

KIRISH: maqolada O‘zbekistondagi reklamaning estetikasi va vizual tili an’anaviy badiiy kodlar hamda innovatsion raqamli texnologiyalar o‘zaro ta’siri doirasida tahlil qilinadi. Reklama vizual madaniyat shakli va san’atshunoslik tadqiqot obyekti sifatida ko‘rib chiqiladi. MAQSAD: o‘zbekistonda zamonaviy reklama vizual tilining shakllanish xususiyatlarini aniqlash hamda uning estetik transformatsiyasida an’ana va innovatsion texnologiyalarning o‘rnini belgilash. MATERIALLAR VA USULLAR: tadqiqotda san’atshunoslik 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 O‘zbekistondagi reklama vizual tili milliy badiiy an’analar va zamonaviy raqamli texnologiyalar sintezi asosida shakllanishini ko‘rsatdi. An’anaviy estetik kodlar raqamli muhitga moslashtirilgan soddalashtirilgan grafik va belgili shakllarga transformatsiyalanmoqda. XULOSA: o‘zbekistondagi 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.