SYNTACTIC FEATURES OF GENDER EXPRESSION IN ADVERTISING DISCOURSE

Abstract

Annotation: This study examines the syntactic features of gender expression in advertising discourse, focusing on how linguistic structures reinforce traditional notions of masculinity and femininity. Through the analysis of various advertisements, the research highlights the use of imperative sentences, elliptical constructions, repetition, gradation, and declarative authority in male-oriented marketing, emphasizing power, efficiency, and exclusivity. In contrast, advertisements targeting women frequently employ softer imperatives, poetic repetition, parallel structures, and gradation, reinforcing beauty, sophistication, and emotional appeal. The findings demonstrate that advertising syntax not only serves a persuasive function but also contributes to the construction and reinforcement of gender roles in consumer culture.