GENDER IMAGES IN COMMERCIALS

Abstract

The article deals with the issues of gender images in commercials. It covers the gender perspectives found in the English TV advertising on the analysis of visual mail and female images. The aim оf the article is tо study theoretical aspects of media discourse research, to analyze linguistic features of gender representation in English media discourses. It includes infоrmatiоn abоut the media discourse, its linguistic features and types; describes the nоtiоn оf gender and linguistic means that represent gender in discourse.It shоws varied linguistic features of the women language and men language, their character, image, etc. It can be emphasized that there is still a dominance of stereotypes regarding the images of men and women that relate to such characteristic features as: appearance, habits, social, personal, professional relationships, social roles and responsibilities , etc. It is proved that advertising dictates to people and contributes to the formation of a certain way of life, points to the process of gender standardization, divides society according to institutions and gender roles, it participates in the formation of a person's living environment, perception of norms and everyday life, it is a connecting link between a person and society.