Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising

The article is devoted to the study of the features of verbal and visual representation of gender images in modern advertising texts. The relevance of the study is determined by the high acting potential of advertising as a regulator of behavior in society: advertising often becomes a model for the...

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Autor principal:	M. V. Terskikh
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2019
Materias:	mass communication advertising discourse advertising text gender gender stereotypes polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/a090ba71b6364d758f1ee45361b2fc4c
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id	oai:doaj.org-article:a090ba71b6364d758f1ee45361b2fc4c
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spelling	oai:doaj.org-article:a090ba71b6364d758f1ee45361b2fc4c2021-12-02T07:58:09ZVerbal-Visual Means of Representing Gender Stereotypes in Modern Advertising2225-756X2227-129510.24224/2227-1295-2019-11-86-99https://doaj.org/article/a090ba71b6364d758f1ee45361b2fc4c2019-11-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1437https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the study of the features of verbal and visual representation of gender images in modern advertising texts. The relevance of the study is determined by the high acting potential of advertising as a regulator of behavior in society: advertising often becomes a model for the formation of life images, symbolic codes of social values that orient the individual, manage it, including the gender aspect. The author notes that advertising, on the one hand, uses social standards and stereotypes that have already been formed in society, and on the other, through gender advertising images it represents the consumer modern relations between the sexes, dictating a certain behavior model. As the material for the study, modern advertising videos (2015-2019) were chosen as multicode texts with great persuasive capabilities due to the simultaneous use of verbal, visual, and audio channels of perception. The author of the article relies on previously identified gender images in advertising by linguists, sociologists, psychologists, at the same time it is proposed to consider new images that have not yet become the subject of research. The variability of ideas about femininity and masculinity in the modern world is emphasized. The author develops a typology of gender advertising images.M. V. TerskikhTsentr nauchnykh i obrazovatelnykh proektovarticlemass communicationadvertising discourseadvertising textgendergender stereotypespolycode textSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 11, Pp 86-99 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	mass communication advertising discourse advertising text gender gender stereotypes polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	mass communication advertising discourse advertising text gender gender stereotypes polycode text Slavic languages. Baltic languages. Albanian languages PG1-9665 M. V. Terskikh Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
description	The article is devoted to the study of the features of verbal and visual representation of gender images in modern advertising texts. The relevance of the study is determined by the high acting potential of advertising as a regulator of behavior in society: advertising often becomes a model for the formation of life images, symbolic codes of social values that orient the individual, manage it, including the gender aspect. The author notes that advertising, on the one hand, uses social standards and stereotypes that have already been formed in society, and on the other, through gender advertising images it represents the consumer modern relations between the sexes, dictating a certain behavior model. As the material for the study, modern advertising videos (2015-2019) were chosen as multicode texts with great persuasive capabilities due to the simultaneous use of verbal, visual, and audio channels of perception. The author of the article relies on previously identified gender images in advertising by linguists, sociologists, psychologists, at the same time it is proposed to consider new images that have not yet become the subject of research. The variability of ideas about femininity and masculinity in the modern world is emphasized. The author develops a typology of gender advertising images.
format	article
author	M. V. Terskikh
author_facet	M. V. Terskikh
author_sort	M. V. Terskikh
title	Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
title_short	Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
title_full	Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
title_fullStr	Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
title_full_unstemmed	Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising
title_sort	verbal-visual means of representing gender stereotypes in modern advertising
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2019
url	https://doaj.org/article/a090ba71b6364d758f1ee45361b2fc4c
work_keys_str_mv	AT mvterskikh verbalvisualmeansofrepresentinggenderstereotypesinmodernadvertising
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Verbal-Visual Means of Representing Gender Stereotypes in Modern Advertising

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