LINGUACULTURAL STUDY OF THE CONCEPT OF MASCULINITY IN ADVERTISING TEXTS

This thesis examines the linguacultural features of the concept of masculinity in advertising texts. The study analyzes the linguistic and cultural mechanisms used to represent masculine identity in modern advertising discourse. Special attention is paid to lexical units, stylistic devices, slogans, metaphorical expressions, and persuasive strategies that create masculine images associated with power, confidence, leadership, and social success. The research also explores the influence of globalization and digital communication on the transformation of traditional masculine stereotypes. The findings show that advertising discourse not only reflects cultural perceptions of masculinity but also actively shapes gender norms and consumer behavior. The study concludes that masculinity in advertising is a dynamic linguacultural concept influenced by social values, media development, and cultural traditions.