Gender Differences and Identities in Chinese Advertising Language

(整期优先)网络出版时间:2019-03-13
/ 1
Itisassumedthatmenandwomendiffertosomeextentinusinglanguageinvarioussocialdomains.Apartfromdistinctivephysiologicalfeatures,asavehementlyconvincingsymbol,thelanguageoneusesmaymarkhisgenderwithspeciallabels.Basedontheselectionofthirty-twoChinesecommercialadsfromTV,thepaper,fromtheperspectiveofsociolinguistics,especiallythepertinencebetweenlanguageandgender,attemptstoexplorehowgenderidentitiesaremanifestedandconstructedthroughqualitativeanalysesofadvertisinglanguage.Then,thepaperalsotriestopresentsomepotentialaccountsforthedifferentgenderidentitiesandsomesuggestionsforreducingsexismthroughadvertisinglanguage.