Russian and English Magazine Advertisements: Gender Differences in Language Use

Abstract

The article examines gender peculiarities in printed advertising texts in modern English and Russian-language journals. Gender linguistics is young and not completely explored area of science, and in this paper we are trying to see one of its aspects, which is very relevant in today’s society. Advertising texts as means of speech manipulation are used ubiquitously, and the stereotypical male and female images imposed by advertising are recorded in the language and behavior of people. Our purpose is to consider how linguistic stereotypes in English and Russian differ for men and women, and to show whether there is a difference between the texts for male and female audience in the studied languages.