PECULIARITIES OF GERMAN GENDER-ORIENTED ADVERTISEMENT TEXTS

Authors

  • Tetiana KHVALYBOHA I. Horbachevsky Ternopil National Medical University
  • Nadiya FEDCHYSHYN I. Horbachevsky Ternopil National Medical University
  • Nataliia YELAHINA I. Horbachevsky Ternopil National Medical University
  • Halyna KLISHCH I. Horbachevsky Ternopil National Medical University

DOI:

https://doi.org/10.52846/aucssflingv.v46i1-2.132

Keywords:

advertisement text, gender-neutral, gender-marked

Abstract

The article defines the peculiarities of German gender-oriented advertisement texts (ATs), summarizes and systematizes domestic and foreign approaches to the study of this problem, and reveals the lexical-stylistic features of German gender-oriented ATs, as well as the syntactic and compositional-structural characteristics of the latter, with an emphasis on language tools that enable gender specifics to be realized in various aspects.

Since an advertisement is mainly addressed either to a woman or to a man, or to both sexes, the advertisement text has certain compositional, stylistic features, as well as some thematic and lexical orientation. Thus, it is proved that AT can be both gender-neutral and gender-marked.

Published

2025-02-18

Issue

Vol. 46 No. 1-2 (2024): Analele Universităţii din Craiova, Seria ŞTIINŢE FILOLOGICE, LINGVISTICĂ, ANUL XLVI Nr. 1-2, 2024

Section

Articles