This study investigates the linguistic and communicative functions of abbreviations in English and Karakalpak advertising discourse, focusing on how these compressed forms contribute to message efficiency, stylistic expression, and cultural positioning. Although abbreviations are widely used across global advertising, their structural patterns and pragmatic roles vary according to linguistic norms and audience expectations. Therefore, the research employs a mixed qualitative methodology integrating structural analysis, discourse interpretation, and comparative linguistics. The results demonstrate that English advertising makes extensive and creative use of acronyms, initialisms, blends, and hybrid forms to construct modern, technologically oriented, and globally recognizable brand identities. In contrast, Karakalpak advertising relies more on functional initialisms and borrowed English abbreviations, reflecting both local communicative preferences and growing global influence. The discussion interprets these findings within broader socio-cultural and economic contexts, revealing that abbreviation usage serves as a marker of globalization, cultural continuity, and linguistic innovation. Ultimately, the study contributes to a deeper understanding of how abbreviated forms shape contemporary advertising communication in multilingual environments.

Abbreviations, advertising discourse, acronyms

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