Gender article

Автор: Axmadov Mirzobek Raxmatillayevich
Modern research on gender vocabulary and its role in society is becoming increasingly relevant. The importance of analyzing gender stereotypes in various spheres of human activity, including in advertising discourse, is beyond doubt, since advertising is one of the most important channels for shaping public opinion and perception of the roles of men and women. Gender vocabulary in advertising serves as a tool for influencing consumers, and its use in the context of gender image formation has a noticeable impact on culture and social norms.Recently, advertising has ceased to be just a tool for promoting goods and services, becoming an important cultural and social phenomenon. Advertising messages form ideals and stereotypes, which can then influence perceptions of the \»normal\» roles of men and women in society. Therefore, the study of how gender vocabulary is used in advertising allows not only to identify dominant stereotypes, but also to analyze the processes of changing these stereotypes against the background of social evolution. This article examines gender vocabulary in the advertising discourse of two languages — Russian and Uzbek — in order to identify common and specific features in relation to the representation of gender roles. Gender vocabulary encompasses a variety of linguistic means that reflect social and cultural norms related to gender and gender. Gender is not a biological category, but a socially constructed role that varies depending on cultural and historical contexts. The distinction between gender (a biological characteristic) and gender (a socially determined role) is important for analyzing vocabulary, which may reflect to varying degrees the expectations and norms of society in relation to men and women. Unlike biological aspects, gender roles are formed through cultural practices and are the result of the long-term influence of social and historical factors. Gender vocabulary in advertising not only reflects current ideas about \»normal\» roles for men and women, but also contributes to the consolidation of these stereotypes, creating certain images that actively influence the perception of viewers. Advertising is not just a marketing tool, but also a powerful cultural mechanism that forms and translates norms and stereotypes. In advertising, gender vocabulary serves not only to identify the consumer audience, but also to actively manipulate public perceptions of male and female roles. The features of advertising texts and images are not only related to the products they promote, but also to the social and cultural constructs they create or support.
Gender article.docx