81’42 THE CONCEPT OF GENDER IN ENGLISH ADVERTISING TEXTS

Abstract

Annotation. This article analyzes the advertising discourses in magazines targeted at male and female audiences. The research identifies distinct linguistic features within these gender-oriented advertisements, including the use of abbreviations, colloquial vocabulary, and various sentence structures (nominative, exclamatory, and interrogative) aimed at influencing a multi-gender audience. By recognizing the linguistic differences between genders, advertisers can enhance their impact on target audiences, aligning messages with societal norms and expectations. The study concludes that modern gender linguistics significantly informs advertising strategies, with men's ads emphasizing strength and assertiveness, while women's ads highlight inclusivity and emotional connection. This research underscores the importance of considering gender differences in speech behavior when crafting effective advertising discourses.