| Issue |
E3S Web of Conf.
Volume 389, 2023
Ural Environmental Science Forum “Sustainable Development of Industrial Region” (UESF-2023)
|
|
|---|---|---|
| Article Number | 08004 | |
| Number of page(s) | 7 | |
| Section | Psychology of Environmentally Responsible Behavior | |
| DOI | https://doi.org/10.1051/e3sconf/202338908004 | |
| Published online | 31 May 2023 | |
Linguistic means of reflecting gender-related changes in modern society (exemplified by English-language newspapers advertisements)
1 People’s Friendship University of Russia, 6, st. Miklukho-Maklaya, 117198, Moscow, Russia
2 Moscow City University, 4, Vtoroy Selskohoziajstvenny proezd, 129226, Moscow, Russia
3 Russian Social State University, 4 building 1, st. Wilhelm Pika, 129226, Moscow, Russia
4 Kazakh National University, 71, Al-Farabi Avenue, 050040, Almaty, Kazakhstan
* Corresponding author: semenov.venture@mail.ru
Language means play a crucial role in the shaping stereotypes within cultural groups. The present study addresses the issues of gender neutralization in English-language advertising and newspaper texts. The paper investigates linguistic means involved in the creation of genderneutral advertising texts. The analysis of gender-unmarked advertising texts was conducted on the material of English-language newspaper texts from the rubrics "Lifestyle", "Health", "Sports", "Culture" of The Guardian edition. As a result of the study, the authors conclude that the main features of gender-neutral advertising texts are the absence of lexical units that would refer advertising to male or female; the use of scientific terms, numbers in the description of the goods; the use of imperative sentences. Gender neutralization in advertising occurs due to the use of impersonal sentences, defining pronouns and euphemisms. Gender neutralization is a relatively new trend in advertising and has a huge impact on the use of language in modern advertising texts.
Key words: gender / neutralization / gender-unmarked / mass media / advertising
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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