With the onset of hot days, colorful advertisements dedicated to the benefits and sales of soft drinks and fruit juice have increased in our towns and villages. This is a natural situation in a paradise-like country like Uzbekistan, which is blessed with seven climates with its luscious fruits. Thanks to the efforts of our entrepreneurs, there are four seasons of singing in our country.
With the onset of hot days, colorful advertisements dedicated to the benefits and sales of soft drinks and fruit juice have increased in our towns and villages. This is a natural situation in a paradise-like country like Uzbekistan, which is blessed with seven climates with its luscious fruits. Thanks to the efforts of our entrepreneurs, there are four seasons of singing in our country.

The most important change in this process is the intensive and effective work on compliance of all external records, including signs, announcements, visual and other informational texts, external advertising products with the state language and legal documents on advertising. is finding its clear expression when it starts. In streets, neighborhoods, villages and enterprises, advertising means, peshlavhas, place names in the state language are increasing day by day. This can be seen from the mass media and social networks, as well as from the confessions of our compatriots.

In this country, the leaders of state administration bodies and economic associations, the Chairman of the Council of Ministers of the Republic of Karakalpakstan, the governors of the regions and Tashkent city, district (city) are committed to improving the effectiveness of spiritual and educational work, to the legislative documents on the state language. It is also related to the consistent implementation of the activities of the consultants on issues of ensuring compliance. After all, consultants at all levels, together with representatives of partner organizations, step by step review external records, including billboards, announcements, other visual informational texts, external advertising materials. In particular, as a result of such consistent events held in the cities of Tashkent, Samarkand, Fergana and Andijan, appropriate measures were taken to adapt hundreds of advertising and promotional texts to the requirements of the state language. It is very gratifying that the scope of such good works is expanding and the results are increasing.

By the way, what should an Uzbek advertisement look like? If you remember, a while ago, in the famous sign that was located in the busy streets, a cheerful woman handed out a container full of fruit juice and said: "We also hanged you!" he was smiling politely. You would be happy to see: "We got you too!"

At the heart of this simple and sincere grace is not only an invitation to the buyer, but also Uzbek love. Usually, when we want to share a favorite dish with our closest and dearest person, we get attached to it. These three words contain such Uzbek delicacy, grace, respect, and love. In my opinion, the use of the rich grace, charm and influence of the national language of our country in advertising is, in fact, how it should be. Therefore, when I enter the store, I hurry to buy the products of that blessed company (I won't mention the name so as not to advertise) that has great love for our people, our language, and its customers.

After all, "Musical cows' milk", "Hello, Shirin, I'm a peach!", "Hello, Camilla, I'm a cherry!" (the original spelling), "Be in the game!", "Believe in your thirst!", "Fruitful joy" in the face of advertising products that are difficult to understand, how attractive and memorable this grace is: "We are waiting for you!"

Our grandfathers considered loyalty to the mother tongue to be a patriotic duty, that is, a duty to the fate of the nation and the Motherland. It is the honorable duty of all of us - advertisers, producers, and buyers - to follow this wisdom.

Q. Ochilov

Source: "XXI Asr" newspaper.

June 18, 2020.