THE EVOLUTION OF THE FEMALE ARCHETYPE IN OUTDOOR ADVERTISING IN UZBEKISTAN

Abstract

The article is dedicated to the study of the evolution of the female archetype in outdoor advertising in Uzbekistan, tracing its transformation from the Soviet period to the present. The author analyzes how the depiction of women in advertisements reflects the cultural, social, and political changes that have occurred in the country over the decades. During the Soviet era, the female image was shaped within the context of socialist ideology, emphasizing her role as a labor participant and symbol of social progress. In the post-Soviet period, female images in advertising began to integrate elements of Western culture and market economy, reflecting the modernization and globalization of society. Contemporary outdoor advertising in Uzbekistan demonstrates a dualism, combining traditional roles of women as caretakers of the family hearth with the image of a successful and independent individual, highlighting the dynamic development of cultural values in the context of global changes.