Verbal and Non-verbal Expression Means of Gender Peculiarities in a Printed Advertising Text (Based on the German and English Languages)

The study is devoted to the analysis of verbal and non-verbal means of gender peculiarities of a printed advertising text. The material for the study was printed versions of German and English magazines targeted at men’s, women’s and mixed audiences, such as Glamor, Elle, Gala, Bunte, Men’s Health, Woman’s Health, PC Gamer, Homes & Gardens, Ideal Home and others. The study has revealed phonetic, grammatical, lexical and stylistic features of the printed advertising text. In addition, non-verbal means of the characteristics of written advertising texts have been identified. Finally, the study has provided an analysis of gender characteristics in the men and women’s print media. The assumption at the beginning of the study has been confirmed that, despite the presence of many common characteristics, advertising texts use various verbal and non-verbal means of influence on potential buyers, predetermined by their gender.