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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2016. № 6. Part 2. P. 120-123.
SCIENTIFIC AREA: Philological Sciences
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THE IMAGE OF A MAN IN THE RUSSIAN ADVERTISEMENT

Miroshnichenko Galina Anatol'evna
Peoples’ Friendship University of Russia


Abstract. The article considers new images of a contemporary man, popularized by advertisement. Special attention is paid to the specificity of an advertising discourse, lexical and syntactic techniques of gender formation. By the examples of TV advertising communication material, the conception about behavioral models of a contemporary man, promoted by brands in the mass communication space, is revealed.
Key words and phrases: рекламная коммуникация, рекламное сообщение, рекламная концепция, гендерный рекламный образ, лексические и синтаксические способы воздействия, языковые средства выразительности, advertising communication, advertising message, advertising concept, gender advertising image, lexical and syntactic methods of influence, linguistic means of expressiveness.
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