Language and Cultural Peculiarities of Gender Realisation

• Authors: Jerome Baghana , Katarina Slobodova Novakova , Tatiana Voloshina , Wang Qi , Martina Pavlikova

Abstracts

EN

Aim. The aim of the article is to reveal gender realisation peculiarities in English and German advertising texts. The concept of the research work is focused on the idea that representatives of different languages and cultures make unique world environment. The work proves the concept validity of the unique language nature in the distinctive idea of its cognitive base formed by an ethnic group. Methods. The concepts of universality and uniqueness of the linguistic and cultural features of gender perception are revealed using the methods of analysis and generalisation. Results. The result of the research work is in the necessity for advertising texts to have special gender language markers which are the kind of signal influencing the conscience of men and women while making purchases. The authors stress that social characteristics of men and women, such as age, social or family status expressed in the form of various degrees of comparison of adjectives are used mainly in English magazines; while German advertising texts put the use of adjectives and articles on the first place. Advertising for women have the set of a special expressive and emotional language tools complex while for men the use of vocabulary stressing the main type of activity of a man - energy is of the top priority. Conclusion. The research work presents cognitive value in theory and practical recommendations to gender linguistics specialising in advertising texts structure illustrating peculiar features of men and women as consumers being influenced by language, cultural, psychological characteristics.

Keywords

EN

linguistic and cultural gender realisation; core of gender stereotypes; adverts; social and language environment; magazines

• Publisher: Fundacja Pro Scientia Publica
• Journal: Journal of Education Culture and Society
• Year: 2022
• Volume: 13
• Issue: 2
• Pages: 531-548

Dates

published

2022

Contributors

author

Jerome Baghana

• Department of Pedagogy, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia

• https://orcid.org/0000000185615650

author

Katarina Slobodova Novakova

• Department of Ethnology and World Studies, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia

• https://orcid.org/0000000283317040

author

Tatiana Voloshina

• Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia

• https://orcid.org/0000000268399631

author

Wang Qi

• Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia

• https://orcid.org/0000000201880092

author

Martina Pavlikova

• Department of Journalism, Faculty of Arts Constantine the Philosopher University in Nitra B. Slančíkovej 1, 949 74 Nitra, Slovakia

• https://orcid.org/0000000267383320

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Identifiers

DOI

10.15503/jecs2022.2.531.548

Biblioteka Nauki

18105015