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Modern society is constantly changing and evolving, and the era of globalization and informatization leads to profound transformation of moral guidelines and personal space expansion due to deeper human immersion into the world of mass media. Image advertising is considered as one of the most common phenomena in the information era and can be characterized as a polycode text consisting of elements of different sign systems. The main purpose of such advertising is to change person's consumer behavior and form visions, desired by an advertising creator, in the consumer's individual lexicon. The article focuses on the study of peculiarities of image advertising visions functioning in the individual lexicon as well as their impact on an individual under a special advertising communicative situation depending on gender factor. To verify the thesis of differences in the strategies of image advertising perception applied by representatives of different gender groups, we have conducted the experimental research using the semantic differential; some results and their analysis are given in the article.
Antonina V. Annenkova (Tue,) studied this question.