Journal of fundamental and applied researches

Peculiarities of verbalization of the gender component in the texts of French internet advertising focused on a men's audience (on the example of advertising of perfumery and cosmetics)

2022. №1, pp. 146-151

Frenkel Irina A. - Candidate of Philological Sciences, Associate Professor, Astrakhan State University, Astrakhan, Russia,

This article is devoted to the analysis of the means of verbalizing the gender component in the French Internet advertising of cosmetic products for men. The tasks of the study, carried out at the lexical-semantic and syntactic levels, include the identification of linguistic means of manipulating public consciousness, characteristic of this type of discourse and the specifics of the male image, broadcast and formed by advertising.

Key words: gender, gender studies, Internet advertising, cosmetics, lexical-semantic groups, verb, noun, adjective, lexical-semantic, syntactic level, expressiveness, masculinity, image, modern man, manipulation, public consciousness