COGNITIVE-PRAGMATIC ASPECTS OF GENDER PARAMETER IN ADVERTISING MESSAGE
Ermakovich Svetlana Petrovna
Baltic Fishing Fleet State Academy
Abstract. The article considers the types of communication strategies of influence used in advertisements. The Russian-language advertising messages aimed at a male audience, and the English-language advertising messages intended for a female audience are analyzed. The comparison of gender-specific advertising texts allows revealing the differences in several language levels, which show gender stereotypes that exist in today’s Russian- and English-language societies.
Key words and phrases: гендер, реклама, коммуникативная стратегия, гендерный стереотип, прагматика, когнитивно-коммуникативное пространство, релевантность, обработка информации, gender, advertisement, communication strategy, gender stereotype, pragmatics, cognitive-communicative space, relevance, information processing
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