Veluka I. Gender stereotypes in the German advertising discourse.

The thesis deals with the problem of masculinity and femininity stereotypes actualized in the German advertising discourse. The stereotypes of maleness and womanliness as parts of German linguistic world image have been defined and researched. These stereotypes have been stated on the basis of structural analysis of the concept fields represented by German male and female nominations. Gender stereotypes have been verified by semantic analysis of paremiis, containing FRAU and MANN constituents. German advertising discourse is also researched from the point of view of the represented stereotypes verbalization. The analysis of advertising discourse is conducted with the help of a new approach, which spans extra-linguistic and linguistic components of advertising narratives. Colour scale, advertising characters, size of print and structure of advertising message are interpreted as non-verbal components of the advertising narrative. The linguistic aspect of analysis comprises as grammatical analysis of the text of advertising message, so lexical study. It allows to regard advertising narratives as a complex phenomenon and to research all its constituents.