Гендерные особенности языка рекламы (на английском)

Introduction
The actuallity of the paper is caused by the fact that there are various stylistic devices in language of mass-media and, especially in advertising language. At the
same time this is not only linguistic, but also sociological, cultural phenomenon reflecting the processes in a society and in consciousness of the native speaker.
The cultural content of advertising, its language and its connection with gender issues are deeply rooted in our society. In the contemporary world, the universal
presence of advertising is increasingly influencing people’s daily life; it affects their worldviews, knowledge, motivations, experience, expectations and sense
of identity. In particular, language and gender are significant issues that remain widely controversial in the domain of advertising.
In advertising language we see the changes of the natural order of the language: advertisement keeps in view socio-economic background, psycho-social
set-up, needs and aspirations of the target group or the purchaser. The present paper will examine the discourse of the language of advertisement in
advertising women’s and men’s garments in different mass media. The stylistic variation in the language of advertisement that exists between men’s and
women’s garments (i.e., gender variations) will be revealed significantly in the present study. The study will attempt to reveal the extent of effectiveness of
the communicative technique of the advertisement, which is very much dependent on the psycho-social and cultural acceptability and the worldview of the
role and status regarding gender distinction that exists in the conce
ed society where the advertisement is made.
People have long known that gender and language use are connected. Early anthropological studies on gendered language focused on non-Weste

cultures, for which it was reported that men and women spoke different languages, although these reports were ultimately discovered to be exaggerated....

Conclusion
Language and gender studies were historically conce
ed with the study of heterosexual, white, middle class women. Early studies focused on how the
oppression of women in society is manifested through language (especially in America), while some later work conceptualized gender difference as being
parallel to cross-cultural difference. However, as linguistic research in the 1990s shifted towards investigating the ways in which people use language to
"perform" gender, studies of men, non-heterosexual, and other gender identities have become of increasing interest, and those topics promise to be more
central within the field in the future.
Previous studies have suggested that, in the past, the portrayal of women in advertising has been demeaning. Many ads have portrayed women as passive,
deferential, unintelligent, shy, dreamy, gentle, likely to be manipulated, helpless and with body language depicting psychological withdrawal, submissiveness
and supplication. Men, on the other hand, have been portrayed as constructive, powerful, autonomous, achieving and their body language denoted power,
control and dominance. This situation, it seems, is changing as bo
e out by the exploratory research presented in this paper. Role theory suggests that
people adopt certain roles depending on what situation they are in. However, this paper has found that advertisers are misreading the minds of the consumer
by currently depicting men in a less than favourable light. When women have been portrayed negatively in the past, the groundswell of public opinion
gradually changed the behaviour of advertisers; when dealing with the negative portrayal of men, it would seem that women, especially, in their many
different ‘roles’ are jumping to the defence of their men, whether this be as sisters, mothers, girlfriends or daughters.
As stated above, the differences between the sexes can be noticed at the level of social, cultural, religious, economic and...