Gender aspect of socio-cultural representations in advertising discourse

Devos, Anastasiia (2020) Gender aspect of socio-cultural representations in advertising discourse Молодий вчений, 4 (80). pp. 196-200. ISSN 2304-5809

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Abstract

This article is devoted to the study of the gender aspect in socio-cultural representations, including its role, functions and features used in the creation of the French advertising discourse. In the article according to these criteria, the lexical, syntactic and phonetic levels of the advertising discourse are presented, where gender variations can be traced more clearly. Sociolinguistic elements consider the basis for the creation of socio-cultural representation. They include aspects such as age, gender and class identity. Representational content and nature of advertising vary depending on these aspects, also its pragmatic orientation. For example, advertising of children's products appeal to their young customers with stories and images of cartoon characters, but in advertising for adults, a main character is a successful family man. However, many scientists agreed that gender dimension serves as a major sociolinguistic element in the creation of advertising discourse.

Item Type: Article
Uncontrolled Keywords: gender aspect; сognem; advertising discourse; sociolinguistics; socio-cultural representation; stereotype
Subjects: Статті у наукометричних базах > Index Copernicus
Articles in journals > Наукові (входять до інших наукометричних баз, крім перерахованих, мають ISSN, DOI, індекс цитування)
Divisions: Institutes > Інститут філології > Кафедра романської філології та порівняльно-типологічного мовознавства
Depositing User: Анастасія Олександрівна Девос
Date Deposited: 26 May 2020 13:51
Last Modified: 26 May 2020 13:51
URI: http://elibrary.kubg.edu.ua/id/eprint/31424

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