Gender stereotypes in advertising discourse (based on materials of the English language)

2016 ◽  
Vol 2 ◽  
pp. 84-89
Author(s):  
A. V. Zharnikova
wisdom ◽  
2021 ◽  
Vol 19 (3) ◽  
pp. 100-113
Author(s):  
Iryna HUMENIUK

Gender is determined as an ideological frame that assembles the idea of what it means to be a man or a woman in a certain culture, a non-linguistic category with linguistic ways of actualization. The article substantiates the key theoretical problems concerning gender-marking based on English phraseology and their influence on the formation of the gender picture of the world. The objective of the current paper is to analyze gender-marked phraseological units of the English language, which are the basic matrices of the phraseological picture of the world of a given cultural community, and to identify the frequency and impact of gender stereotypes on the development of the national picture of the English-speaking community, such as word, phraseology, paremia, text, which contain background knowledge and ways to reflect these meanings in the national picture of the world. The paper’s main conclusion is that the semantic basis of gender markers on the material of English phraseological units predominantly consists of stereotypical-associative units, which are perceived as social activity and characteristics of the images of both sexes with certain asymmetry for male denotata. The connotations of words can illustrate this inequality and the double standards between men and women.


2021 ◽  
Vol 4 (2) ◽  

This study was carried out at the intersection of two branches of linguistics (linguistics of the English-language and Russianlanguage media and linguistic genderology), which is relevant and demanded in modern science. The purpose of the article is to conduct a gender linguistic analysis of printed English-language journals, which will help clarify the distribution of gender roles in English-speaking society and the femininity stereotypes that mass media form in public consciousness. The material of the study was excerpts from printed Russian and English publications in which the image of a woman is realized. A list of the most common images that are verbalized in the Russian and English-language media and based on stereotypes of female behavior, thinking and the role of women in modern society is compiled. A gender analysis of modern and Russianlanguage and English-language press revealed a tendency to change in the hierarchy of gender stereotypes of femininity, in which a shift in emphasis towards the actualization of female business activity and dominance in the professional sphere is clearly observed. The following methods were used in the study: continuous sampling method, content analysis, classification method, comparison, statistical data processing.


2020 ◽  
pp. 22-51
Author(s):  
Elena S. Gritsenko ◽  
◽  
Marina V. Sergeyeva ◽  

The aim of this article is to identify how modern English-language dictionaries reflect the recent shift in the conceptualization and categorization of gender caused by the changes in gender theory, gender ideology and social transformations. The need to address this topic is driven by the fact that, in the Anglophone academic discourse and everyday life, the binary structure of the gender is no longer considered the norm and gender-neutral communication practices are gaining in scale. The study focuses on various structural components of entries from the latest editions of five major British dictionaries for EFL students (‘the Big Five’): Oxford Advanced Learner’s Dictionary (OALD), Cambridge Learner’s Dictionary (CLD), Longman Dictionary of Contemporary English (LDOCE), Macmillan English Dictionary for Advanced Learners (MEDAL), and Collins English Dictionary (CED). To identify the shifts in the recording of gender relevant information, the authors analyzed the headwords of dictionary entries, definitions, illustrative examples, gender relevant usage notes, and non-sexist language guidelines. Illustrative examples were also selected from dictionary entries thematically related to issues of family, marriage and sexual relations, as well as to the topics of discrimination, debate, (in)tolerance, and prejudice. The authors used definitional analysis and semantic interpretation to achieve the aim. The findings were then compared with the results of an earlier study on the construction of gender in the first (1948) and fifth (2005) editions of OALD. The study demonstrates that in modern lexicography deconstruction of gender stereotypes has become even more pronounced than in the dictionaries published at the beginning of the century. Different elements of dictionary entries emphasize such issues as women’s rights campaigning and elimination of gender discrimination in all its forms. New types of masculinity are represented in various entry components. The ideas of gender fluidity and same-sex relations have become much more prominent than in the 2000s. Along with recording traditional gender representations, modern dictionaries tend to consistently avoid the implications of heteronormativity and heterosexuality by recognizing multiple gender identities. This tendency is registered in all structural components of the analyzed dictionaries. New types of communicative practices that stem from the changes in gender conceptualization, such as ‘preferred pronouns’ and others, are reflected in illustrative examples and by the new coinages used as headwords. The major trends affecting the way gender ideology is reflected in modern dictionaries include digitalization of lexicographic practices, increased role of corpora as a source of illustrative examples, and democratization of dictionary making process by registering new coinages, particularly gender relevant ones, submitted by the users.


Litera ◽  
2021 ◽  
pp. 66-81
Author(s):  
Inna Vladimirovna Borisova

The article examines the English-language advertising content of modern Internet discourse (2010–2021). Leaning on the existing theoretical postulates of Russian and foreign scholars in the area of advertising business and taking into account the accumulated discursive practices of scientific research, the author analyzes the examples of the authentic English-language advertising slogans for the purpose of determining most common and effective stylistic techniques. The validity of the acquired results is substantiated by scientific rigor in selecting the methods of research that correlate with the goals and tasks set by the author: continuous sampling, contextual analysis, statistical data analysis, descriptive and comparative methods. The results presented as a diagram most vividly demonstrate the current trends in fulfilling stylistic potential of the English-language advertising slogans to influence the Internet communicants in the most effective way. The specifics of the online advertising discourse is defined by the fact that Internet is an experimental platform for language artistry of the communicants, who are able to appreciate the nonstandard linguistic intentions of the advertiser and their creative implementation. The author offers to continue the analysis of the stylistic component of the online advertising discourse, as well as trace the dependence of the success of realization of the tactics and strategies of the advertisers on the use of certain stylistic techniques in advertising slogans.


Author(s):  
А.И. Колушкина ◽  
А.А. Коренев

Постановка проблемы. В статье рассматривается феномен гендерной нейтральности при обучении английскому языку и представлены результаты анализа речи учителей и содержания учебников. Целью данного исследования является выявление степени осведомленности учителей английского языка в России о гендерной нейтральности в английском языке и существующих стратегиях гендерно нейтрального речевого поведения на занятиях по английскому языку, а также выявление того, насколько содержание учебников по английскому языку соответствует принципам гендерной нейтральности. Результаты. Результаты исследования демонстрируют, что многие учителя и авторы учебников используют гендерно нейтральные лексические и грамматические стратегии, но при этом им не удается избегать гендерных стереотипов и неравной репрезентации персонажей, персоналий и прецедентных имен. Таким образом, предположение, что учителя английского языка используют в своей речи гендерно окрашенные лексические и грамматические средства, а также гендерные стереотипы на занятиях по английскому языку, частично подтвердилось: более 60% учителей не владеют гендерно нейтральным речевым поведением в достаточной степени. В отношении содержания учебников гипотеза также частично подтвердилась: 60% учебников содержат гендерные стереотипы, а в 90% проанализированных учебников встретился дисбаланс мужских и женских персонажей, персоналий и прецедентных имен (в сторону мужских). Выводы. Представляется целесообразной разработка особых рекомендаций по гендерно нейтральному речевому поведению на занятиях по английскому языку для учителей английского языка в России, в которых были бы учтены некоторые аспекты гендерной нейтральности в английском языке. Данные рекомендации должны соотноситься с российским социокультурным контекстом и включать в себя все необходимые объяснения о специфике гендерной нейтральности и ее важности в англоязычном контексте. State of the problem. The article explores the phenomenon of gender neutrality in language education and presents the results of classroom discourse analysis and coursebook content analysis. The purpose of the study is to reveal to what extent teachers of English as a foreign language (L2 teachers) in Russia use gender-neutral language and gender-neutral behaviour strategies in the classroom and how gender neutrality is presented in the English coursebooks (created both by Russian and international authors). The novelty is determined by the fact that this is the first attempt to analyse teacher talk and English coursebook contents in terms of their gender neutrality in the Russian socio-cultural context. Results. Results show that many lessons and coursebooks analysed use some gender-neutral vocabulary and grammar strategies, but contain gender-stereotyping and unequal representation of personalia and case names. The proposed hypothesis that English teachers in Russia use gendered lexical and grammatical means, as well as gender stereotypes in the classroom was validated to a certain extent. The overall result demonstrates that more than 60% of teachers are not gender-neutral. As for the coursebooks, most of them seem to be gender-neutral in terms of grammar, and half of them seem to be gender-neutral in terms of vocabulary. At the same time, 60% of coursebooks contain gender stereotypes and 90% do not represent males and females equally (with male superiority in number). Conclusion. Special guidelines on gender-neutral English in the classroom for English teachers in Russia should be created to provide some recommendations on the use of gender-neutral language and the use of coursebooks. These guidelines should refer to the Russian socio-cultural context and contain all the necessary footnotes for teachers to explain to them the importance of gender neutrality in the English language and to help them to explain the phenomenon to the students, who might experience certain challenges while acquiring the concept of gender neutrality that is only minimally represented in the Russian language.


Author(s):  
Agustina Tyarakanita ◽  
Nur Arifah Drajati ◽  
Dewi Rochsantiningsih ◽  
Joko Nurkamto

2021 ◽  
pp. 183-191
Author(s):  
Seda B. Tsoloeva ◽  

The article presents the results of the English-language professional advertising discourse analysis regarding the use of metaphorical models. The research material consisted of 500 English-language advertising texts from The Art of Design magazine, posted on the Internet, thematically related to the field of design and architecture. In the course of the research, it was found that the metaphor structure contains a metaphorical core and a metaphorical periphery, which convey the main and additional semantic metaphorical load in the context. The author identifies the artifact metaphorical model Design product → Artifact that verbalizes the transfer at the semantic level based on the idea that a particular design product is thought of as the result of labor, the creation of human hands. The paper presents statistical data that determines the frequency of use of the artifact metaphor within the analyzed sample, according to which, the artifact metaphorical model is present in 215 examples of advertising texts, which is 43% of the sample material.


2019 ◽  

The article deals with the research of linguistic objectification of stereotype presentations of interpersonal roles of mother-in-law and son-in-law in the text of the English-language joke. Jokes, which carnivalize domestic relations in the English-language culture, as a rule, push off from presuppositions of traditional patriarchal stereotypes. The interpersonality roles of husband and wife have economic and psychological subsoil. Economic subsoil is marked by sexual distribution of types of activity taking into account the physiology capacity of a woman for birth-rate of children and, thus, reproducing of labour force. Such distribution of roles gives a man some economic lordship over a woman, fastening the socially-psychological role of head of family after him, financial providing of family is included in the duties of a man, and retains a woman the role of a wife/house-owner/mother who ought to take care of problems of way of life. Psychological subsoil of interpersonality roles of husband and wife is directly connected with economic one. The real interpersonality roles of husband and wife in the patriarchal English-language culture are symbolized as a miner-bread-winner-defender and a guard of fireside. In turn, examining the roles of mother-in-law and son-in-law, it is possible to make sure with confidence in large amount of jokes in which mother-in-law is given as personification of negative stereotype woman internals. Thus, nature of these internals mainly remains without explication. In the article different classifications of roles, and also the concept of role are considered in detail. The results of the analysis allow to draw a conclusion that the stereotype presentation of representatives of English-language lingvoculture of mother-in-law as a foolish and quarrelsome old woman who is the source of problems and presents no value, is given mainly through the prism of attitude toward her of her son-in-law, but not because of her own actions. It confirms a conclusion about presence of gender asymmetry in the laugh representation of gender stereotypes in texts of the English-language jokes.


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