Creating a gender (based on English mass media discourse)

The object of the study involved is an English verbal advertising discourse. The author explores stereotypical speech gender differences being used by a copywriter to create a universal, understandable and acceptable medium for a recipient. It was established that mass media not only gives people information, but controls social life, shaping their opinions, attitudes and beliefs. The author notes that at present the differences between male and female roles are changing qualitatively, however mass media still perpetuates both traditional social and verbal gender stereotypes.