Gender aspect of verbal behavior in the advertising texts

Abstract

The article discusses the features of manifestation of the gender dimension in the ad text. The role of the media in maintaining and consolidating the gender stereotypes. Attention is drawn to the success of speech influence, gender-laws. The ad text must be considered particularly verbal behavior of men and women and to reflect them in order to strengthen the pragmatic effects. The system of values, especially of presenting information, preferences, voice – all these factors are taken into account in the process of generating the ad text.