СТРУКТУРА ГЕНДЕРНО ОРИЕНТИРОВАННОГО РЕКЛАМНОГО ТЕКСТА*

The article considers the categories of Russian advertising metadiscourse intended for a female audience, and Englishlanguage ads aimed at males. There are analysed the linguistic peculiarities of textual and interpersonal metadiscourse categories manifestation, actualised concepts and motifs that create a positive pragmatic background of the advertising text. The analysis showed that the categories and their manifestations correspond to gender communicative style and gender dominance over language.