The Image of a Modern Woman in the Advertising Discourse: on the Material of Media Texts of Glossy Magazines in Russia

Abstract

The authors use the material of female glossy magazines to investigate, on the basis of a discourse analysis and the contextual method, verbal features of stylistically strong positions of the advertising text, revealing an image of the modern woman who conducts active professional and private life. It has been established that, implementing the ideological concept of glossy periodicals, these structural elements, designed to play an important role in establishment of contact with the addressee, contain the instruction on value orientations of target audience, urging to strive for success and beauty, and make considerable emotional impact. Stylistically strong elements of the advertising media texts placed in glossy magazines are built taking into account a factor of «own» addressee: the choice of techniques and means of impact appears to be relevant to expectations of audience. The research makes a contribution to development of the relevant directions of linguistics: medialinguistics, linguistic gender studies and linguistic pragmatics.

Keywords

• Addressee
• glossy magazine
• heading
• media text
• metaphorical
• slogan
• techniques
• advertising