Representation of sexism in the modern German-speaking advertisement

UDC 81-119 BBK 81.2-3

Stepanenko V. A., Blank Ju. V.

The article is devoted to the study of verbal and nonverbal means in the German sexism advertisement where ambiguous slogans are often used. The ambiguity is achieved by addressing to nonverbal means representing a female either as sex product or as a creature unequal in intellect with a male.

Key words:  sexism, German-speaking advertisement, K. Schmerl’s classification, stereotype, discrimination.

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