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Статья: VERBAL-NONVERBAL THEMATIC DOMINANTS OF MEDIA-MEDICAL DISCOURSE IN THE ASPECT OF FEMINIST THEORY (2024)

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The article is devoted to identifying verbal and non-verbal thematic dominants, recorded taking into account the theory of feminism in the texts of media-medical advertisements. The study is based on advertisements for over-the-counter drugs published in German magazines, the placement of which in the country’s media sphere is strictly regulated by a number of legislative acts. The focus is on both the verbal and non-verbal code of these advertisements, containing an appeal to the factor of femininity. It has been proven that the verbal and non-verbal portrayal of woman in the medical advertising discourse of over-the-counter drugs, although limited by the linguacultural parameters of Germany. Nevertheless, it includes a reflection of general cultural priorities, attitudes, assessments and her needs as a woman and mother, preaching values such as health, beauty, healthy lifestyle, well-groomed appearance, caring for loved ones.

Ключевые фразы: feminism, medical advertising discourse, creolized advertising text, verbal and non-verbal code
Автор (ы): Таюпова Ольга Ивановна, Артемова Ольга Евгеньевна
Журнал: РОССИЙСКИЙ ГУМАНИТАРНЫЙ ЖУРНАЛ

Идентификаторы и классификаторы

УДК
316. Социология
Префикс DOI
10.15643/libartrus-2024.2.6
eLIBRARY ID
67964745
Для цитирования:
ТАЮПОВА О. И., АРТЕМОВА О. Е. VERBAL-NONVERBAL THEMATIC DOMINANTS OF MEDIA-MEDICAL DISCOURSE IN THE ASPECT OF FEMINIST THEORY // РОССИЙСКИЙ ГУМАНИТАРНЫЙ ЖУРНАЛ. 2024. ТОМ 13 №2
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