GENDER CHARACTERISTICS OF ADVERTISING IN TERMS OF TRANSLATION (BASED ON THE COMPARATIVE ANALYSIS OF WOMEN’S AND MEN’S COSMETICS COMMERCIALS)

The article examines gender stereotypes and communicative strategies in cosmetics advertising discourse terms of commercials creation translation. work is relevant due to the lack studies concerning aspect translation process. By this study we understand factors that predetermine social behaviour women men, 76 as well their relationships with each other. Thus, refer traditional beliefs about femininity masculinity exist society. A commercial can be addressed a definite audience either directly or indirectly, recipient’s marked by subject matter text itself, certain lexical, grammatical stylistic means used attract attention. In present analysed 150 male female having no orientation. goal was consider genderoriented gender-neutral linguistic features problems into Russian. obtained material help functional-stylistic method allowed single out number masculine feminine images, which are common for advertising. Gender-oriented texts widely employ various devices bring additional expression description an advertised product. Preservation expressiveness should one main tasks translator. Besides purely difficulties, translator meets challenges connected sociolinguistic adaptation text, since product always evoke positive emotions. Gender-neutral usually more informative reserved from point view makes easier.