HUMANITARIAN RESEARCHES

Journal of fundamental and applied researches

LEXICAL MARKERS OF GENDER IN SPORTS ADVERTISING

2021. №1, pp. 14-20

Alipichev Aleksei Yu. - Russian State Agrarian University - Moscow Timiryazev Agricultural Academy, 127550, Russian Federation, Moscow, 49 Timiryazevskaya st

Porchesku Galina V. - Russian State Agrarian University - Moscow Timiryazev Agricultural Academy, 127550, Russian Federation, Moscow, 49 Timiryazevskaya st

The article deals with the lexical means of expressing gender specificity in English - language sports advertising. Taking into account gender specificity in advertising contributes to an accurate pragmatic impact and more effective advertising communication. The research is based on the text material from the video ads of Nike, Adidas and Reebok. The results of the research suggest that lexical markers of gender in sports advertising include lexicon indicating the gender of the target audience which is aimed at drawing the attention of the specific group of customers. The lexicon involved in creating the expressivity of the text can also be seen as gender markers. Female sports ads, in comparison with male ads, have a higher degree of expressivity. Emotional interjections, evaluative adverbs, set expressions and epithets are often used in female ads, which makes speech more emotional and expressive. The choice of lexical means expressing confidence / uncertainty in sports advertising reflects the changing roles of men and women in the modern society and in sports, in particular.

Key words: lexicon, gender, sports advertising, advertising, expressivity, gender marker

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