Cognitive and Linguocultural Factors of the Influence of Cultural Code on Advertising Effectiveness in Kazakhstan: Analysis of Slogans from 2018–2024

Abstract

This article explores the impact of cultural codes on the perception and effectiveness of advertising messages in the context of Kazakhstan. The study analyzes key features of advertising slogans used between 2018 and 2024, with a particular focus on the integration of cognitive and linguocultural elements. The necessity of culturally adapting slogans in a multilingual and multicultural society is identified and substantiated as a means of enhancing both the emotional and behavioral responses of consumers. The research adopts a comprehensive methodological approach, incorporating cognitive analysis, linguoculturology, discourse analysis, and content analysis of over 100 advertising messages. It demonstrates that advertisements incorporating culturally significant imagery and symbols (such as the yurt, the steppe, and traditional values) generate higher levels of consumer trust and recognition. The influence of language choice is also examined: advertising in the Kazakh language tends to enhance perceptions of authenticity, while slogans in Russian are more often associated with modernity and universality. The study reveals that slogans appealing to collective identity, family values, and the consumer’s linguistic code are perceived as “familiar” and increase audience identification. At the same time, excessive ethnization of slogans may reduce their universality and effectiveness in cross-ethnic communication. The role of visual elements is also emphasized, as they, in combination with text, construct an integrated cultural message that shapes cognitive perception. Based on the findings, the author argues that effective advertising in Kazakhstan requires a strategic balance between local cultural relevance and global trends. It is concluded that advertising functions not only as a marketing tool but also as a sociocultural instrument that constructs future-oriented imagery, desirable behavioral models, and value orientations. This opens up opportunities for building strong brands with clearly defined ethnocultural identities and loyal audiences. A typology of slogans is proposed based on their degree of cultural saturation: ethnocultural, hybrid, and neutral-globalized. Hybrid slogans, which combine local meanings with contemporary linguistic structures, are shown to be the most effective. The use of language play, rhetorical techniques, and culturally grounded allusions is also demonstrated to increase audience engagement and strengthen slogan memorability. Thus, this article contributes to the study of cognitive and cultural factors in advertising communication and offers practical recommendations for marketers, brand managers, media planners, and researchers in the fields of intercultural and cognitive linguistics.