Baltic accent

2014 Vol. 5 №2

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Discursive features of Russian gender-oriented advertisements



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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