LINGUISTIC REPRESENTATION OF GENDER ROLES IN MODERN ENGLISH ADVERTISEMENTS
Abstract
This article examines the linguistic mechanisms through which gender roles are constructed and negotiated in modern English advertising discourse. The study aims to identify systematic lexical, grammatical, and pragmatic patterns that contribute to the discursive representation of masculinity and femininity. The research is based on qualitative discourse analysis of 160 English-language advertisements published between 2018 and 2025 across digital and traditional media. The findings demonstrate that while explicit gender stereotyping has declined, implicit asymmetries persist in evaluative vocabulary, modality, and metaphorical framing. At the same time, the increasing use of gender-neutral language reflects sociocultural transformation and evolving ideological norms. The scientific novelty of the study lies in integrating lexical-semantic, syntactic, and pragmatic analysis within a unified discourse-analytic framework. The results may contribute to gender linguistics, media discourse studies, and contemporary sociolinguistic research.
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