LINGUO-STYLISTIC FEATURES OF GENDER-ORIENTED ADVERTISING TEXTS (BY THE MATERIAL OF GERMAN-LANGUAGE GLOSSY MAGAZINES)

Shcheglova Valentina Mikhailovna, Kornakova Ekaterina Sergeevna, Kazhuro Dmitry Valerievich

The article reveals an actual problem of gender characteristics in advertising texts using the example of German-language magazines. The article presents the results of a comparative study of the linguistic-stylistic features of German-language gender-oriented advertising texts published in glossy magazines. The research goal was to identify the key characteristics and specific features of gender-oriented advertising texts. The research materials included 11 glossy magazines for women and 11 glossy magazines for men, published between 2020 and 2024. The selection of material was carried out using a continuous sampling method, which ensured maximum reliability of the study. The research methodology is based on the linguocultural approach and includes general scientific methods (analysis, synthesis, comparison, generalization), as well as a number of special methods: the method of continuous sampling, comparative and stylistic methods. In the course of the selection and study of linguistic material in the advertising texts of German-language magazines, it was revealed that the gender of the target audience as the recipient of the advertising message affects the choice of linguo-stylistic means used in the advertisement to attract the attention of the recipient. In particular, based on the research results, the author concluded that in German-language glossy magazines aimed at men and women, specific linguo-stylistic means of expression are used. The scientific novelty of the study is due to the fact that the author has identified and analyzed the characteristic features of German-language texts, as well as made a conclusion about the gender-relevant parameters of the advertising text. The research presented in the article can be continued and scaled to advertising means of influence based on modern concepts of gender theory.

Keywords:advertising text, gender, glossy magazines, stylistics, German language.