AI-POWERED TRILINGUAL SLOGANS TAILORED TO THE DIVERSE LANGUAGE MARKET IN KAZAKHSTAN

ТРЕХЪЯЗЫЧНЫЕ СЛОГАНЫ НА ОСНОВЕ ИИ, АДАПТИРОВАННЫЕ К МНОГОЯЗЫЧНОМУ РЫНКУ КАЗАХСТАНА

Балгина Камила

студент, кафедра теории и практики перевода, Карагандинский университет имени академика Е. А. Букетова,

Казахстан, Караганда

Иекенова Жамиля

студент, кафедра теории и практики перевода, Карагандинский университет имени академика Е. А. Букетова,

Казахстан, Караганда

Калижанова Анна Николаевна

научный руководитель, старший преподаватель, магистр филол. наук, Карагандинский университет имени академика Е. А. Букетова,

Казахстан, Караганда

ABSTRACT

This study, in the context of translation studies, looks at how to make three-language ads for the popular grocery chain "Korzina" in Karaganda (the Republic of Kazakhstan), using AI-based chatbots like ChatGPT and Gemini. The study also looks at the potential of AI technologies to come up with new marketing ideas in light of Kazakhstan's current language policy.

АННОТАЦИЯ

В данном исследовании в контексте переводоведения изучается процесс создания трилингвальных рекламных слоганов для популярной в Караганде (Республика Казахстан) сети супермаркетов «Корзина» посредством использования чат-ботов на основе искусственного интеллекта, а именно ChatGPT и Gemini, а также анализируются возможности ИИ-технологий для создания инновационных маркетинговых решений в условиях современной языковой политики Казахстана.

Keywords: three-language ads, slogans, AI-based chatbots, ChatGPT, Gemini

Ключевые слова: трилингвальные рекламные слоганы, чат-боты на основе искусственного интеллекта, ИИ, ChatGPT, Gemini

In Kazakhstani business talk, it's now normal for three working languages (Kazakh, Russian, and English) to be used at the same time; therefore, marketers are looking for ways to communicate with people who speak more than one language [1]. Recent research on code-switching shows that mixing languages in a single slogan on purpose makes it more memorable, emotionally engaging, and modern for bilingual and multilingual audiences [2]. In light of this, why not try out trilingual slogans to be made by large language models (LLMs) like ChatGPT and Gemini?

In this regard, for the well-known grocery chain "Korzina" in Karaganda, (the Republic of Kazakhstan), with the consent of Karaganda region radio companies, experimental ads were created with the use of ChatGPT and Gemini and on the base of a Russian popular song by Timati [3] (Table 1):

Table 1

One Russian adaptation of Timati and its two AI-generated fragments in comparison

Two fragments, generated by AI, illustrate different stylistic approaches to achieving the same communicative goal. ChatGPT weaves brief Kazakh, Russian, and English phrases into highly rhythmic exchanges, keeping the lines compact and direct: "Қош келдіңіздер в супермаркет «Корзина»! ... Let's go! «Are you ready?» — Где скидки настоящие? Bizde, Korzinada!," enhancing pace and youthful energy and reflecting the pattern of "transition from minority to majority language" by smoothing intra-phrase switching [2].

Gemini, in turn, expands each idea through parallel triads of sentences: "Ladies and Gentlemen, добро пожаловать к нам в «Корзину»! ... Where can you really save? Конечно, у нас в «Корзине»! Егер мен саған керек болсам, мені «Корзинадан» ізде!" to ensure clear meaning in each language, trade conciseness for semantic clarity and broader demographic accessibility by means of more complete rehearsal.

As we can see, ChatGPT uses a hip-hop rhythm and rhetorical questions to show how spontaneous young people are, whereas Gemini uses repetition to make sure that people who don't speak the language as well can comprehend. Nevertheless, both solutions also meet the practical needs of code-switching, which include making precise terms easier to find, being stylistically modern, and communicating identification.

References:

1. Aimoldina A., Akynova D. Professional Multilingualism in Intercultural Business Communication of Kazakhstan // Journalism and Media. – 2025. – Vol. 6. – No. 1. – С. 44. https://doi.org/10.3390/journalmedia6010044.
2. Luna D., Peracchio L. A. Advertising to bilingual consumers: The impact of code-switching on persuasion // Journal of Consumer Research. – 2005. – Vol. 31. – No. 4. – P. 760–765. https://doi.org/10.1086/426609.
3. Тимати. https://music.apple.com/ru/artist/тимати/284266257.