The Influence Of Gender On Advertising Language

Advertisements have become an indispensible part in modern life and advertisers take advantage ofvarious forms to persuade audience into further purchase behavior. Among these forms language is themost important tool for conveying information. Scholars have made many researches claiming thatlanguage has gender differences and men and women talk differently. Since in advertisementsadvertisers try to use the language the target audience use, those commodities for women and for menseparately are supposed to employ advertising language differently. Traditionally cosmetics are forwomen and automobiles are for men, therefore this thesis will look at the advertising language ofcosmetics and automobiles to see whether they demonstrate the gender-related features as claimed byscholars. Analysis of lexical, syntactical and pragmatic features show that gender does have its heavyinfluence on advertising language, yet there are also many disagreements. In the end the writer tries todo possible interpretations and discussions in terms of conformities and disagreements.