Comparative analysis of the use of phraseological units in English-language advertising texts aimed at female and male audiences

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Doklady Bashkirskogo Universiteta. 2026. Volume 11. No. 1. pp. 94-99.

Authors

Davydova A. A.
Sterlitamak Branch of Ufa University of Science and Technology
Khabibullina O. A.*
Sterlitamak Branch of Ufa University of Science and Technology
Shavrina V. L.
Sterlitamak Branch of Ufa University of Science and Technology

Abstract

A comparative analysis of phraseological units in English-language advertising texts aimed at female and male audiences is a relevant area of research, allowing us to identify differences in language use depending on the target group. The purpose of this study is to examine phraseological constructions used in advertising for men and women and to analyze their impact on the perception of the advertising message.

Keywords

  • фразеологические единицы
  • рекламный текст
  • гендерная лингвистика
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