Advertising as a Medium of Gender-Biased Communication — страница 7

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implanting the gender stereotypes into the viewers and listeners' conscience. 3. Analysis of language usage in advertising proves that it also reflects culturally preconditioned gender bias manifested on the lexical, phonetic, semantic and pragmatic levels. By learning not to assume that men and women are the same, we can become more sensitive to the fact that men and women's values and goals may differ, and generally their verbal and nonverbal language will vary as well. Conversely, awareness of societal preconceptions and stereotypes which portray the other sex as "different," or "opposite," can help us to avoid such stereotypes. As long as the task in improving intercultural communication is awareness and respect rather than evaluation, this awareness can

help to develop effective communication when speaking across genders. Ultimately, guidelines from this study may be useful in improving gender communication in mass media and, more specifically, in advertising. References Aquinas. Summa Theologica. – Quoted in Women in Western Thought. – Ed. Martha Lee Osborne. – New York: Random House, 1979. – P. 68. Aristotle. Metaphysics. Quoted in Miles, Rosalind. The Women's History of the World. – Topsfield, MA: Salem House, 1989. – P. 57. Arliss, Laurie P. Gender Communication. – Englewood Cliffs, NJ: Prentice Hall, 1991. – P. 12-33. Bandura, A. Social learning theory. Englewood Cliffs, NJ: Prentice-Hall, 1977. Courtney, A. E., & Whipple, T W. Women in TV commercials. Journal of Communication, 1974, 24, – P. 110-118.

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