Gender language in modern advertising: An investigation

Abstract

• Most women focus on the language and its features (e.g. accents, voices, intonations, etc.) more than men do. • There are differences in the attention to products (e.g. male customers are often interested in “masculine” products (e.g. cars, household, etc.) while ladies seem to be excited to talk about beauty care products or clothing) • Linguistic patterns used to describe “neutral” items in everyday life were slightly distinguishable. Linguistic selection in advertising, especially the focus on gendered language, is the main concern in this study. The main concentration in the research is the investigation into the use of specific verbal items in commercials to confirm the idea that there are differences among adverts of similar products for either male or female consumers. The result of this paper can partly contribute to industrial areas as well as other academic fields such as sociolinguistics. The conclusion supported by a qualitative research will lead to a confirmation of the thesis together with some practical implications.