![Гендерные стереотипы в русской рекламе](/api/image/getissuecoverimage?id=picture_2016_47546.jpg)
Гендерные стереотипы в русской рекламе
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.
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