Discursive features of Russian gender-oriented advertisements :: IKBFU's united scientific journal editorial office


Forgot your password?
Login As
You can log in if you are registered at one of these services:
The supreme embodiment of reason is science
Ivan P. Pavlov

DOI-generator Search by DOI on Crossref.org

Discursive features of Russian gender-oriented advertisements

Author Ermakovich S.
Pages 36-46
Article Download
Ключевые слова gender, advertisement, textual metadiscourse, inter-personal metadiscourse, communicative strategy, concept, frame, gender stereotype
Abstract (summary) This article addresses the metadiscourse structure and the means of gender manifestation in the advertising message. Two advertisements for the same good aimed at women and men were chosen for a semiotic analysis. The analysis identified the verbal and nonverbal means of exposing implicit messages reflecting gender relations and reinforcing gender stereotypes, as well as the presence of complimentary relations between different elements of the advertising message.
References 1. Гак В. Г. Антиципация // Лингвистический энциклопедический сло-варь. М., 1990. С. 34—35.
2. Ермакович С. П. Метадискурс «мужской» рекламы // Коммуникация в современном поликультурном мире: этнопсихолингвистический анализ : сб.науч.-практ. тр. М., 2013. Вып. 1. С. 236—246.
3. Имшинецкая И. Жанры печатной рекламы или сундук с идеями для копирайтера. М., 2002.
4. Краткий словарь когнитивных терминов. М., 1996.
5. Мокшанцев Р. И. Психология рекламы. М., 2001.
6. Феофанов О. А. Реклама: новые технологии в России. СПб., 2001.
7. Gilligan C. In a Different Voice: Psychological Theory and Women’s Development. Cambridge, 1982.
8. Goffman E. Gender Advertisements. N. Y., 1976.
9. Harré R. Persuasion and Manipulation // Discourse and Communication: New Approaches to the Analyses of Mass Media Discourse and Communication.Berlin ; N. Y., 1985. P. 126—142.
10. Hasan R. Ways of saying: ways of meaning // The Semiotics of Culture and Language. L., 1984. Vol. 1 : Language as Social Semiotics. P. 105—162.
11. Tillner G. Masculinity and Xenophobia: The Identity of Dominance // Masculinity and male roles in the perspective of a culture of peace. Oslo, 1997. P. 43—62.

Back to the section