ADVERTISING DISCOURSE AS TOOL FOR NEW GENDER STEREOTYPES FORMATION
Miroshnichenko Galina Anatol'evna
Peoples’ Friendship University of Russia
Abstract. The author reveals the resource of advertising discourse as a tool for gender stereotype formation, and pays special attention to the specificity and structure of modern television and advertising discourse, the analysis of media texts, the means of expressive syntax, and the linguistic techniques of persuasion, suggestion, which allow creating gender stereotypes.
Key words and phrases: рекламный дискурс, рекламное сообщение, рекламный стереотип, слоган, вербально-визуальная информация, гендерная идентификация, advertising discourse, advertising message, advertising stereotype, slogan, verbal and visual information, gender identification
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