National and Cultural Determinants of Gender Roles Representation in Advertising

The paper explores how national and cultural factors influence gender role representation in advertising, particularly for medical products and services. It examines how ethnocultural peculiarities and social stereotypes shape the portrayal of men and women, focusing on gender-specific language used in ads. The study outlines key linguistic approaches, such as comparative, sociolinguistic, and cognitive methods, to understand gender in advertising. It stresses the need for cultural and gender considerations in advertising discourse and the development of inclusive language practices. The paper also discusses the use of adjectives and medical terminology in effective advertising, advocating for a gender-sensitive approach to reduce discrimination and stereotypes.