INTERTEXTUALITY AND NATIONAL-CULTURAL MARKEDNESS: KAZAKH PROVERBS IN ADVERTISING SLOGANS
DOI:
https://doi.org/10.47526/3107-3085.80Keywords:
Kazakh proverbs, advertising discourse, intertextuality, cultural markedness, media linguistics, pragmatic analysis, bilingualism.Abstract
The article is devoted to a linguocultural analysis of Kazakh proverbs in advertising slogans within the contemporary Kazakhstani media space. The purpose of the study is to identify the intertextual, pragmatic, and national-cultural functions of paremias in advertising communication. The theoretical and methodological basis of the research draws on approaches from cognitive linguistics, pragmatics, ethnolinguistics, semiotics, and discourse analysis. The empirical material consists of 100 advertising messages published in Kazakhstan between 2023 and 2025 in outdoor, television, digital, and print advertising. The article identifies the main ways of incorporating proverbs into advertising discourse: direct quotation, partial transformation, hybridization, implicit embedding, and intersemiotic integration. It is established that Kazakh proverbs perform emotive, argumentative, identificational, legitimizing, and mnemonic functions. They enhance trust in advertising messages, increase their cultural recognizability, activate the collective memory of the addressee, and connect modern branding strategies with traditional value models. Special attention is paid to bilingual and code-switching strategies, which enable the adaptation of advertising texts to a multicultural audience and preserve the link between national tradition and contemporary forms of media communication. The results of the study can be applied in media linguistics, ethnolinguistics, advertising discourse pragmatics, linguoculturology, and the practice of teaching language disciplines.
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