LINGUISTIC AND GENDER FOUNDATIONS OF ADVERTISING TEXTS

Shaimova Dildora Baxodirovna

University of exact and social sciences

Jurayeva Iroda Axmedovna

Supervisor

Keywords: Keywords: advertising discourse, gender linguistics, pragmatics, stereotypes, language and society, communication.

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Abstract

This article explores the linguistic structure of advertising texts and the ways gender is constructed and represented within advertising discourse. Drawing on theories of discourse analysis, gender linguistics, and pragmatics, the study examines how language choices in advertising reflect and reinforce gender stereotypes while simultaneously adapting to contemporary social transformations. The research focuses on lexical, stylistic, and pragmatic features of advertising texts aimed at male and female audiences. The findings demonstrate that advertising discourse employs gender-specific linguistic strategies to influence consumer perception and behavior. At the same time, emerging trends toward gender-neutral and inclusive advertising reveal a gradual shift in communicative practices.

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