title: ÐÐµÐ½Ð´ÐµÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ·ÑÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ñ (Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ðµ Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½ÑÑ Ð²Ð¸Ð´ÐµÐ¾ÑÐ¾Ð»Ð¸ÐºÐ¾Ð²)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Gender bias in the language of English video ads
Creators: name: ÐÐ½ÑÐ¸Ð¿Ð¾Ð²Ð°, ÐÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: Ð³ÐµÐ½Ð´ÐµÑÐ½Ð°Ñ Ð»Ð¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÐºÐ°
ÑÐµÐ¼Ð°Ð½ÑÐ¸ÐºÐ°
ÑÐµÐ¼Ð°
ÑÐ¸Ð½ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¿ÑÐ¸ÐµÐ¼
ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÐ¹ ÑÐµÐºÑÑ
gender linguistics
semantics
seme
rhetorical device
advertising
advertising text

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐµÐ½Ð´ÐµÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ·ÑÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ñ (Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ðµ Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½ÑÑ Ð²Ð¸Ð´ÐµÐ¾ÑÐ¾Ð»Ð¸ÐºÐ¾Ð²)Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ ÑÐ·ÑÐºÐ° ÑÐµÐºÐ»Ð°Ð¼Ñ ÑÐµÑÐµÐ· ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð»ÐµÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ ÑÐ¸Ð½ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð². Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐ»Ð¸ÑÑ Ð¼ÐµÑÐ¾Ð´Ñ ÐºÐ¾Ð¼Ð¿Ð¾Ð½ÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð¸ ÐºÐ¾Ð½ÑÐµÐºÑÑÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ ÑÐ¾Ð¿Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð² Ð²Ð¸Ð´ÐµÐ¾ÑÐ¾Ð»Ð¸ÐºÐ¾Ð², ÑÐµÐ¿ÑÐµÐ·ÐµÐ½ÑÐ¸ÑÑÑÑÐ¸Ñ Ð¶ÐµÐ½ÑÐºÐ¸Ð¹, Ð¼ÑÐ¶ÑÐºÐ¾Ð¹ Ð¸Ð»Ð¸ ÑÐ¼ÐµÑÐ°Ð½Ð½ÑÐ¹ Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÐ¹ ÑÑÐµÑÐµÐ¾ÑÐ¸Ð¿. ÐÑÐ´ÐµÐ»ÐµÐ½Ñ ÑÐµÐ¼Ð°Ð½ÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÐºÑÐ¸ÑÐµÑÐ¸Ð¸ Ð´Ð»Ñ ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ñ Ð»ÐµÐºÑÐ¸ÐºÐ¸ Ð½Ð° Ð»ÐµÐºÑÐ¸ÐºÐ¾-ÑÐµÐ¼Ð°Ð½ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð³ÑÑÐ¿Ð¿Ñ Ð¸Ð»Ð¸ ÑÐµÐ¼Ð°Ð½ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾Ð»Ñ. ÐÐ¾ÐºÐ°Ð·Ð°Ð½Ð¾ ÑÐ°ÑÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÐ°ÐºÐ¸Ñ Ð³ÑÑÐ¿Ð¿ Ð¸ ÑÐ¸Ð½ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¿ÑÐ¸ÐµÐ¼Ð¾Ð² Ð¿Ð¾ ÑÐµÐºÑÑÐ°Ð¼, ÑÐ¾Ð´ÐµÑÐ¶Ð°ÑÐ¸Ð¼ ÑÐ¾Ñ Ð¸Ð»Ð¸ Ð¸Ð½Ð¾Ð¹ Ð³ÐµÐ½Ð´ÐµÑÐ½ÑÐ¹ ÑÑÐµÑÐµÐ¾ÑÐ¸Ð¿. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ ÑÐ°ÑÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ ÑÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð½Ð¾ÑÑÑ Ð²ÑÐ±Ð¾ÑÐ° Ð»ÐµÐºÑÐ¸ÐºÐ¸ Ð¸ ÑÐ¸Ð½ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÑÐµÐ´ÑÑÐ² Ð¸ ÑÐ¾Ð´ÐµÑÐ¶Ð°ÑÐµÐ³Ð¾ÑÑ Ð² Ð²Ð¸Ð´ÐµÐ¾ÑÐ¾Ð»Ð¸ÐºÐµ Ð³ÐµÐ½Ð´ÐµÑÐ½Ð¾Ð³Ð¾ ÑÑÐµÑÐµÐ¾ÑÐ¸Ð¿Ð°. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð¾ÐºÐ°Ð·Ð°Ð½Ð¾ Ð½Ð°Ð»Ð¸ÑÐ¸Ðµ Ð³ÐµÐ½Ð´ÐµÑÐ½Ð¾Ð¹ ÑÑÐµÑÐµÐ¾ÑÐ¸Ð¿Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ¾Ð²Ð½Ðµ ÑÐµÐºÑÑÐ° Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð°Ð½Ð³Ð»Ð¾ÑÐ·ÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ðµ, Ð¿Ð¾Ð´ÑÐ²ÐµÑÐ¶Ð´ÐµÐ½Ð¾ Ð¿ÑÐµÐ´Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ Ð¾ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾Ð¼ Ð²Ð»Ð¸ÑÐ½Ð¸Ð¸ Ð³ÐµÐ½Ð´ÐµÑÐ½Ð¾Ð³Ð¾ Ð°ÑÐ¿ÐµÐºÑÐ° ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÐµÐºÑÑÐ¾Ð² Ð½Ð° Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÑÐºÐ¸Ð¹ Ð²ÑÐ±Ð¾Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾Ð±Ð¾Ð·Ð½Ð°ÑÐµÐ½Ñ Ð¿ÑÑÐ¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ°Ðº Ð² Ð»Ð¸Ð½Ð³Ð²Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¹, ÑÐ°Ðº Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð¾Ð±Ð»Ð°ÑÑÑÑ.
description: The title of the paper is âGender bias in the language of English video adsâ. The paper examines how gender bias is conveyed through vocabulary and syntax in fifteen English video ads. The texts of the ads are divided into three categories â those representing female, male or mixed gender stereotype and are then compared using componential and contextual analysis. The vocabulary of the texts is divided into semantic groups or fields based on a fixed semantic criterion. The choice of words and syntactic structures is connected to the represented gender stereotype using the theory of gender linguistics. The pragmatic effect of these tendencies is explained, showing how the findings of the research may be used to further investigate the role of linguistics in marketing.