LINGUISTIC MEANS OF REPRESENTING GENDER STEREOTYPES IN WRISTWATCH ADVERTISING

The article analyzes the linguistic features of commercial advertising texts for wristwatches, with a focus on the representation of gender. Two approaches in advertising are examined: the active use of gender stereotypes and the neutralization of gender factors. Gender stereotypes in advertising texts are conveyed through specific linguistic means. Advertising for watches aimed at a male audience is characterized by texts that emphasize the product’s functional features, precision, and reliability, where terms and concrete vocabulary prevail. In contrast, advertising targeting a female audience focuses on emotional, aesthetic, and elegant aspects, often using epithets, metaphors, and diminutive suffixes. The study covers an analysis of about 100 advertising texts, demonstrating how the choice of linguistic means depends on the target audience. The neutralization of gender factors, characteristic of unisex product advertising, is reflected in the use of more neutral language. The practical part of the work includes tasks for analyzing and creating advertising texts, contributing to the development of critical thinking skills and the perception of advertising discourse. The practical tasks can assist students of the Armenian State University of Economics (ASUE), as well as copywriters, in studying advertising discourse and developing skills for creating texts that take into account both gendered and gender-neutral aspects.