HUMANITARIAN RESEARCHES

Journal of fundamental and applied researches

MASCULINE MARKEDNESS OF THE ADVERTISING SLOGAN

2017. №2, pp. 11-18

Kolokolova Natalia M. - Candidate of Philological Sciences, Astrakhan State University, 414056, Russia, Astrakhan, 20a Tatishchev st, kolokolovan@rambler.ru

Bagrintseva Olga B. - Candidate of Philological Sciences, Astrakhan State University, 414056, Russia, Astrakhan, 20a Tatishchev st

Krivyh Lyudmila D. - Candidate of Pedagogical Sciences, Associate Professor, Astrakhan State University, 414056, Russia, Astrakhan, 20a Tatishchev st

Pitelina Maria V. - Candidate of Philological Sciences, Astrakhan State University, 414056, Russia, Astrakhan, 20a Tatishchev st

The article discusses the linguistic and cognitive level of advertising discourse, is a characteristic of advertising by target audience, sets out the main objectives of advertising. The advertising slogan is considered as an adware verbal equivalent of a manufacturer's logo with two main components. There is an exam of the semantic variation slogans, their structure and the syntactic level, stylistic and phonetic aspects in this article. It analysis advertising slogans from the point of view of gender maryrobinette in direct and indirect expressions and defines slogans’s types. The grammatical, thematic, psychological masculine markers are studied hier.

Key words: гендерный аспект, гендерная маркированность, маскулинность, рекламный текст, слоган, гендерный стереотип, стилистический, грамматический уровень, первенство, мужественность, gender, gender marking, masculinity, advertising text, slogan, gender stereotypes, stylistic, grammatical level, superiority, masculinity

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