LINGUISTIC ASPECTS OF GENDER REPRESENTATION IN PRINT ADVERTISING

Abstract

The study aims to describe the linguistic features of the representation of gender stereotypes in advertising texts in periodicals, considering several basic thematic categories. The category of time, which represents itself in the stereotypical qualities of emotionality and impulsivity in texts addressed to women, is based on the desire for immediate results. For men, the most important element is the novelty of the product and dynamism. The category of the external image is most relevant among the female segment of the audience, however, there is a direct connection between the categories of the external and internal image in all advertising texts. The category of social status in advertising texts focuses on the desire for public recognition, so the recipients of the texts are primarily men. The methods of descriptive, classification and discursive analysis are used in the study. Characteristic language patterns that form stereotypes about masculinity and femininity in the public consciousness are identified in the research.