Multidisciplinary Journal of Science and Technology

“Stylization Techniques of Uzbek National Values in Contemporary Advertising Design”

Fayzulla Alimovich Kabilov

Associate Professor at Kamoliddin Behzod National Institute of Fine Arts and Design

Keywords: advertising design, stylization, national values, visual identity, ornamentation, color, digital aesthetics, Uzbek brands.

Abstract

This article analyzes the aesthetic, semantic, and technological features of the stylization of Uzbek national values in contemporary advertising design. The author reveals the role of national ornaments, colors, shapes, typography, and symbols in advertising compositions, as well as the methods of adapting these elements to the modern design language. The study highlights the integration of national ornamentation, folk applied art traditions, and digital design tools, along with strategies for expressing national identity in the global advertising market. Using examples from Uzbek brands such as Artel, SARA, O‘zbegim, and Beeline Bir, the article provides a practical analysis of the contemporary interpretation of national identity.

References

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