Resumen de Values and gender peculiarities of advertising texts in french, english and russian

Elena K. Kuzmina, Olga A. Danilova, Lyudmila F. Gerbik

• The article deals with the linguistic analysis of French, English and Russian magazine advertisements in order to estimate the specificities of the advertising genre and values in the three different cultural and linguistic systems. Before writing this article, we conducted a comparative study of the texts of the advertising discourse in English, French and Russian with the purpose of revealing the gender and value features of the advertising text. The choice of this topic is determined by the leading role of advertising in the life of modern societies, its genre diversity, and the development of sociolinguistic approaches to the study of modern language processes. The need to study the specifics of the advertising text also arises in connection with the differentiated treatment of advertising to different categories of recipients. Particularly there is differentiation of advertising depending on its focus on male or female audiences. This is manifested not only in the presentation of the advertised product, but also in the choice of specific language material, depending on the gender and value orientation of advertising.