National and Cultural Determinants of Gender Roles Representation in Advertising

This paper discusses the national and cultural determinants of gender role representation in advertising, especially in the context of medical products and services. The influence of ethnocultural peculiarities and social stereotypes on the depiction of men and women in advertising texts is analyzed. Particular attention is given to the differences in the use of gender-specific lexicon in advertisements targeted at male and female audiences. Key linguistic approaches to the study of gender, including comparative, sociolinguistic, and cognitive approaches, are outlined. The paper emphasizes the importance of considering cultural and gender factors when creating advertising discourse and developing inclusive language practices. It also examines the role of adjectives and medical terminology in crafting effective advertising messages. The analysis highlights the necessity of developing a gender-sensitive approach in advertising to combat discrimination and stereotypes.