CROSS-CULTURAL AND SOCIOLINGUISTIC ASPECTS OF ADVERTISING SLOGANS IN THE AUTOMOTIVE INDUSTRY OF KAZAKHSTAN

Abstract

In the context of globalization and multicultural interaction, advertising slogans of automotive brands perform not only an informative function but also cognitive, expressive, and pragmatic roles, influencing the emotional perception of the audience and shaping brand associations. The study of cross-cultural and sociolinguistic aspects of advertising slogans in Kazakhstan's automotive industry is particularly relevant due to the country's multilingualism and cultural diversity. The objective of this research is to identify key patterns in the linguistic adaptation of advertising messages, examine code-switching strategies, bilingual adaptation, and assess the impact of language choice on brand image formation.

The study is based on a comprehensive interdisciplinary approach, integrating linguistic, sociolinguistic, and cognitive analysis. A discursive and semantic analysis of advertising slogans from leading automotive brands in Kazakhstan, such as Toyota, Hyundai, Volkswagen, Mercedes-Benz, Audi, and others, has been conducted. Key linguistic strategies have been identified, including the use of metaphors, allusions, hyperbolization, epithets, and cultural codes. Trends in the integration of Kazakh, Russian, and English languages in advertising messages have been examined, along with the adaptation of slogans considering national identity, social context, and the psycholinguistic perception of consumers.

The findings of this study allow for the identification of patterns in the formation of the advertising discourse of automotive brands, the assessment of the impact of linguistic identity on marketing effectiveness, and the development of recommendations for optimizing advertising strategies in a multilingual environment. The study has both theoretical and practical significance for marketers, linguists, and specialists in cross-cultural communication, as it contributes to a deeper understanding of the mechanisms of linguistic influence on consumer attitudes and preferences.