UDC 81

TOWARDS THE PROBLEM OF GENDER MARKEDNESS OF ADVERTISING TEXTS LEXIS (BASED ON GERMAN MEDIA TEXTS)

Patrasenko Victoria Alexandrovna
Peoples' Frienship University of Russia
master's degree student

Abstract
The article provides an analysis of the lexical peculiarities of gender-marked advertising German media texts. The significant characteristics of the German advertising discourse are revealed. The author comes to the conclusion that the prospects of constructing gender by language means are of high importance to distinguish. Nowadays there are two tendencies in the field of linguistic research of advertising texts: it is the active use of gender stereotypes and at the same time the neutralization of the gender factor.

Keywords: advertising text, gender, gender stereotype, male and female advertising, secondary discourse


Category: Linguistics

Article reference:
Towards the problem of gender markedness of advertising texts lexis (based on german media texts) // Humanities scientific researches. 2017. № 4 [Electronic journal]. URL: https://human.snauka.ru/en/2017/04/23694

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