On the issue of modeling the gender identity of the linguistic personality of the addressee of the advertising text

The article presents an analysis of the gender-relevant parameters of the advertising text in accordance with the level structure of the linguistic personality of Y. N. Karaulov. The relevance of this research is due to the increasing interest of linguists in studying the features of advertising texts placed in different types of media. Researchers of the advertising discourse identify a number of non-linguistic properties inherent in the addressee of the advertising text and influencing the addressee's choice of methods of influence. One of these properties is the gender identity of the addressee. The object of the study is advertising texts, and the subject is their gender-specific features. The aim of the work is to identify gender-relevant parameters for the analysis of advertising text at different levels of linguistic personality. The authors consider in detail the content of advertising at the verbal-semantic, linguistic-cognitive and pragmatic levels. Special attention in this work is paid to the verbal-semantic and pragmatic levels of linguistic personality. The text material was selected using the continuous sampling method. The research was conducted using methods of descriptive analysis, content analysis and statistical processing of the selected material. The novelty of the work lies in the fact that for the first time an attempt was made to confirm the opinion about the influence of the addressee's belonging to a particular gender on the addressee's choice of ways to organize an advertisement. The article defines the criteria for analyzing the gender identity of the addressee's linguistic personality at each of the levels of the linguistic personality. In the course of the work, gender-relevant differences were found at the verbal, semantic and pragmatic levels of the linguistic personality. The manifestation of gender-relevant parameters in advertisements is illustrated by examples from Russian-language glossy magazines for men and women published in September 2024 ("Domashny", "Rules of Life", "The Voice Mag", "Men Today"). Further directions for studying the specifics of gender functioning in advertising discourse are proposed.

advertising discourse, advertising text, language personality, gender linguistics, gender identity, gender, addressee, semantics, pragmatics, Media linguistics