(Society for Cultural and Scientific Progress in Central and Eastern Europe, 2018) Samarina, V. V.; Poliakova, T. L.
Within the framework of the communicative-discursive research line, the study of linguistic gender construction in the communi cative interaction of individuals in various types of discourse is conducted. A great number and variability of the concepts of masculinity and femininity makes it possible to manipulate them in mass communication discourses, for example, in advertising. The research of advertising discourse reveals gender stereotypes, which are used as a tool for transferring information about the object of advertising and about social reality. The analysis of advertising shows that according to the traditional ideas about the social role of men and women, the construction of images of not only advertising personalities but of the object of advertising itself takes place in modern advertising discourse despite the attempts to neutralize the gender factor.
