Title
Pragmaticheskiy potentsial reklamnoy reprezentatsii gendernykh stereotipov: Lingvosemanticheskiy analiz i empiricheskaya verifik,Used
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V knige predstavlena avtorskaya metodologiya issledovaniya effektivnosti reklamnykh tekstov s pozitsii gendernogo faktora, opirayushchayasya na fundamental'nuyu teoreticheskuyu bazu pragmalingvistiki, genderologii, teorii kommunikatsii. V khode lingvosemanticheskogo analiza vyyavleny stereotipnye kharakteristiki muzhestvennosti i zhenstvennosti, reprezentirovannye v ekonomicheskikh, sotsial'nykh i chastnykh reklamnykh tekstakh, i opredeleny ikh universalii, klassifitsiruemye v ramkakh lingvokul'turnykh oppozitsiy. V knige opisany khod i osnovnye rezul'taty eksperimenta, verifitsiruyushchego vyvod o tom, chto preobladayushchie po kvantitativnym pokazatelyam stereotipy reklamnykh obrazov muzhestvennosti i zhenstvennosti okazyvayut naibol'shiy kommunikativnyy effekt na retsipientov. Naryadu s reprezentatsiey gendernykh stereotipov, vydelen takoy mekhanizm reklamnogo vozdeystviya, kak ekspluatatsiya metagendernogo obraza ideal'nogo potrebitelya. Kniga prednaznachena kak dlya spetsialistov, rabotayushchikh v oblasti sozdaniya reklamnykh tekstov, tak i dlya potentsial'nykh retsipientov, a takzhe dlya vsekh interesuyushchikhsya problemami gendernoy lingvistiki i psikhologii reklamnogo vozdeystviya.
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