UNIVERSALITY AND UNIQUENESS OF VERBAL AND NON-VERBAL MEANS OF GENDER EXPRESSION IN RUSSIAN, ENGLISH, AND GERMAN ADVERTISING (LINGUO-STATISTICAL REVIEW)

Abstract

Aim. To establish the universality and uniqueness of verbal and non-verbal means of expressing gender in Russian, English, and German advertising texts. 
Methodology. The article uses a comparative-contrastive method, a method of component analysis, and statistical calculations to identify the features of expressing gender in advertising texts in different languages, which is necessary for building high-quality communication in the study of foreign languages.
Results. Based on the conducted linguo-statistical review, it has been described and proven that the verbal means of expressing gender in advertising tend to be unique for each language, while the non-verbal means of expressing gender tend to be universal.
Research implications. The theoretical significance of the conducted linguo-statistical review lies in the fact that it makes it possible to expand the theoretical understanding of the influence of gender stereotypes and representations on the creation and perception of advertising in different countries and the development of the theory of gender. The practical value of the work lies in the fact that the results of the study can be used in university courses on functional stylistics, sociology, as well as for the development of special courses on gender linguistics and media analysis.