Language and Cultural Peculiarities of Gender Realisation

Authors

  • Tatiana Voloshina Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia
  • Wang Qi Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia
  • Katarina Slobodova Novakova Department of Ethnology and World Studies, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia
  • Jerome Baghana Department of Pedagogy, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia
  • Martina Pavlikova Department of Journalism, Faculty of Arts Constantine the Philosopher University in Nitra B. Slančíkovej 1, 949 74 Nitra, Slovakia

DOI:

https://doi.org/10.15503/jecs2022.2.531.548

Keywords:

linguistic and cultural gender realisation, core of gender stereotypes, adverts, social and language environment, magazines

Abstract

Aim. The aim of the article is to reveal gender realisation peculiarities in English and German advertising texts. The concept of the research work is focused on the idea that representatives of different languages and cultures make unique world environment. The work proves the concept validity of the unique language nature in the distinctive idea of its cognitive base formed by an ethnic group.

Methods. The concepts of universality and uniqueness of the linguistic and cultural features of gender perception are revealed using the methods of analysis and generalisation.

Results. The result of the research work is in the necessity for advertising texts to have special gender language markers which are the kind of signal influencing the conscience of men and women while making purchases. The authors stress that social characteristics of men and women, such as age, social or family status expressed in the form of various degrees of comparison of adjectives are used mainly in English magazines; while German advertising texts put the use of adjectives and articles on the first place. Advertising for women have the set of a special expressive and emotional language tools complex while for men the use of vocabulary stressing the main type of activity of a man - energy is of the top priority.

Conclusion. The research work presents cognitive value in theory and practical recommendations to gender linguistics specialising in advertising texts structure illustrating peculiar features of men and women as consumers being influenced by language, cultural, psychological characteristics.

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Author Biographies

  • Tatiana Voloshina, Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia

    Doctor of Philology, Professor of the Department of English as the Second Foreign Language, Belgorod National Research University, Russia. Tatiana Voloshina deals with the linguistic problems of English variations due to language contact interaction. Her scientific interests are connected with Language and cultural peculiarities of English being influenced with the globalisation and indigenisation processes in modern society. She is the author of 200 research works, including monographs and scientific works.

  • Wang Qi, Institute of Intercultural Communication and International Relations, Department of Second Foreign Language, Belgorod National Research University Pobeda Street 95, 308000, Belgorod, Russia

    Senior lecturer of the Department of Second Foreign language, Institute of Cross cultural communication and International Relations, Belgorod National Research University. Now is a post graduate student working at problems of language and culture cooperation peculiarities of English and Chinese languages

  • Katarina Slobodova Novakova, Department of Ethnology and World Studies, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia

    Rector of University of Ss. Cyril and Methodius in Trnava, the professor whose interests are connected with ethnic linguistucs peciaritoes, language and culture questions of contact and contactless languages. She is the author of many monographs, articles, workbooks aimed at cross cultural cooperation procceses at the level of international partnership. 

  • Jerome Baghana, Department of Pedagogy, Faculty of Arts University of Ss. Cyril and Methodius in Trnava Námestie J Herdu 2, 917 01 Trnava, Slovakia

    Doctor of Philology, Professor of the Department of Pedagogy, Faculty of Arts of the University of Ss. Cyril and Methdius, Slovakia, Trnava. J. Baghana deals with the problems of language contacts, language interference in the social conditions of bilingualism, as well as other problems of modern linguistic science. The range of scientific interests of J. Baghana is the French language outside of France. He is the author of more than 300 scientific papers, including monographs, French-Russian dictionaries, textbooks, scientific articles in international publications, as well as in journals of the Russian Academy of Sciences and other leading publications from the list of the Higher Attestation Commission.

  • Martina Pavlikova, Department of Journalism, Faculty of Arts Constantine the Philosopher University in Nitra B. Slančíkovej 1, 949 74 Nitra, Slovakia

    University teacher, and senior lecturer at the Department of Journalism, Constantine the Philosopher University in NItra, Slovakia. She graduated in English Language and Literature from the Faculty of Education, Comenius University in Bratislava. She completed her doctoral studies in the field of Cultural Studies at Constantine the Philosopher University in Nitra. She has also given several lectures and completed research stays at foreign universities. Her research is devoted to the literature of English-speaking countries, ethical behaviour in the mass media and modern trends in visual arts.

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Published

2022-09-27

How to Cite

Voloshina, T., Qi, W., Slobodova Novakova, K., Baghana, J. ., & Pavlikova, M. (2022). Language and Cultural Peculiarities of Gender Realisation. Journal of Education Culture and Society, 13(2), 531-548. https://doi.org/10.15503/jecs2022.2.531.548

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