Гендерные стереотипы в русской рекламе
Gender Stereotypes in Russian Advertising
Author(s): Valeriy EfremovSubject(s): Social Sciences, Language and Literature Studies, Education, Foreign languages learning, Semiotics / Semiology, Theoretical Linguistics, Applied Linguistics, Semantics, Language acquisition, Pragmatics, Comparative Linguistics, Sociolinguistics, Cognitive linguistics, Descriptive linguistics, School education, Vocational Education, Adult Education, Higher Education , State/Government and Education, Philology, Inclusive Education / Inclusion, Stylistics
Published by: Национално издателство за образование и наука „Аз-буки“
Keywords: advertising text; gender stereotype; gender blindness; gender conflict
Summary/Abstract: Modern advertisement not only transmits traditional stereotypes into society but also creates new gender ones, which define the gender aspect of the modern consumer’s life-vision. Cognitive units as gender stereotype or gender asymmetries play important roles in creating and reception of a commercial text because if they are used incorrectly, they might cause a gender conflict. A plan for analysis of a commercial text which helps to explicate its gender subcomponent is provided in the conclusion of the article along with typical exercises for students on advertisement analysis.
Journal: Чуждоезиково обучение
- Issue Year: 43/2016
- Issue No: 4
- Page Range: 477-485
- Page Count: 9
- Language: Russian
- Content File-PDF
