EXPRESSIVE SYNTAX AS A VERBAL WAY OF CONSTRUCTING GENDER

The methods of expressive syntax in advertising texts of perfumery products are analyzed. The speci- ficity of this segment of the advertising discourse is noted, which consists in choosing verbal linguistic devices determined by gender addressing. Features of the same techniques with reference to "female" and "male" adver- tising are identified. The relevance of the research is predetermined by a relatively new approach to the analysis of the intensively developing advertising discourse from the perspective of gender linguistics. The study proves the fact that linguistic means serve as the translation and consolidation of gender stereotypes, traditionally estab- lished in the society and actively explicitively or implicitly introduced into communication