LINGUISTIC MEANS IN ADVERTISING AS A WAY TO REPRESENT GENDER STEREOTYPES (BASED ON FOREIGN COSMETICS ADVERTISING)

Abstract

The article is devoted to the study of linguistic means used for the linguistic representation of gender stereotypes in the advertising of cosmetics. The relevance of the research is due to the fact that every day advertising strengthens stereotypical ideas about women and men with the help of linguistics, having a huge impact on people’s perceptions in order to gain consumer’s interest. The aim of the research is to conduct a linguistic and stylistic analysis of statements in commercials, followed by the identification of gender stereotypes markers. The novelty lies in the representation of linguistic means reflecting gender stereotypes of both sexes, in foreign advertis- ing of cosmetics. As a result, it is found that some linguistic items such as voice loudness, tone, the usage of interjections, etc. truly reinforce the stereotypical gender role of men and women by means of such linguistic features. Moreover, the authors define that the presenters in the advertisements often employ vague adjectives and posh nouns. The article would be of use to researchers in linguistics as well as to teachers and students of linguistic faculties.