PECULIARITIES OF GERMAN GENDER-ORIENTED ADVERTISEMENT TEXTS

The article defines the peculiarities of German gender-oriented advertisement texts (ATs), summarizes and systematizes domestic and foreign approaches to the study of this problem, and reveals the lexical-stylistic features of German gender-oriented ATs, as well as the syntactic and compositional-structural characteristics of the latter, with an emphasis on language tools that enable gender specifics to be realized in various aspects. Since an advertisement is mainly addressed either to a woman or to a man, or to both sexes, the advertisement text has certain compositional, stylistic features, as well as some thematic and lexical orientation. Thus, it is proved that AT can be both gender-neutral and gender-marked.