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

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The supreme embodiment of reason is science
Ivan P. Pavlov

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Discursive features of Russian gender-oriented advertisements

Author Ermakovich S.
Pages 36-46
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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.
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