VERBAL GENDER STEREOTYPES RELATED TO APPEARANCE IN ADVERTISING LANGUAGE

This article defines the concept of gender-oriented advertising from the viewpoint of its linguistic design. The concept of gender-oriented advertising is considered by analyzing various means of language used in texts of so called men's and women's advertising. The article suggests review, evaluation, comparison and collation of linguistic devices used to form gender stereotypes with regard to lexical-semantic field “beauty” in order to reveal their linguistic peculiarities and determine their efficiency when used in advertising texts.