ACTUALIZATION OF THE "IDEAL WOMAN" IMAGE IN THE PERFUME DISCOURSE OF THE RUSSIAN-LANGUAGE AND GERMAN-LANGUAGE ADVERTISING
Ostapova Lyudmila Evgen'evna Belgorod National Research University
Abstract. In the article the image of the ideal woman created in the perfume discourse in the Russian-language and German-language advertising is studied. The analysis is carried out from the perspective of gender approach, and the represented images are considered as a reflection of stereotypified representations conditioned by the peculiarities of different linguo-cultures.
Key words and phrases: îáðàç, ãåíäåð, ãåíäåðíûå ñòåðåîòèïû, äèñêóðñ, ïàðôþìåðíûé ðåêëàìíûé äèñêóðñ, image, gender, gender stereotypes, discourse, perfume advertising discourse.
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