VALUE AND GENDER PECULIARITIES OF ADVERTISING TEXTS OF MODERN ADVERTISING COMPANIES (BY THE MATERIALS OF THE RUSSIAN, FRENCH AND ENGLISH LANGUAGES)
Kuz'mina Elena Konstantinovna, Andrianova Nataliya Sergeevna
Kazan Federal University
Abstract. The article deals with the language of advertising. Advertising can be regarded as a specific form of propaganda - a system of activity aimed at the formation of opinions, ideas, values, influencing the social behavior of people. In other words, advertising promotes a certain way of life. The result of such influence may be the change of consumers’ value picture of the world, in connection with which it is evident that it is necessary to study advertising practices in terms of values ??promoted by them.
Key words and phrases: реклама, гендер, ценности, рекламная кампания, женственность, мужественность, advertising, gender, values, advertising company, femininity, masculinity
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Русский
