Expressiveness of advertising text in the context of gender

This article examines the expressiveness of advertising texts within the context of gender stereotypes. Based on the analysis of specific advertising examples, including a sample from contemporary magazines, the linguistic means used to create emotional impact on male and female audiences are explored. The research is grounded in the theoretical frameworks presented in A.V. Kirilina’s work “Gender Studies in Linguistics and Communication Theory” and in the works of Z.Z. Iskhakova dedicated to the gender aspects of language and communication. The research findings demonstrate that the expressiveness of advertising text is a significant tool for shaping gender-oriented communicative strategies. The aim of the research is to analyze the expressiveness of advertising texts in the context of gender stereotypes, to identify linguistic means and stylistic devices aimed at emotional impact on male and female audiences, and to study gender-neutral advertising as a contemporary trend. The object of the study is advertising texts from magazines such as “Glamour”, “GQ”, “Harpersbazaar”, “Men’s Health”, and other publications. The subject of the study is the linguistic and stylistic means of expressiveness (emotives-symbols, indices, images) that form gender stereotypes or challenge them. The novelty lies in the comprehensive analysis of gender-oriented and gender-neutral advertising, the classification of emotives, and the application of discourse analysis to reveal the connection between advertising language and social norms.

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