Архив статей журнала
The article is devoted to identifying verbal and non-verbal thematic dominants, recorded taking into account the theory of feminism in the texts of media-medical advertisements. The study is based on advertisements for over-the-counter drugs published in German magazines, the placement of which in the country’s media sphere is strictly regulated by a number of legislative acts. The focus is on both the verbal and non-verbal code of these advertisements, containing an appeal to the factor of femininity. It has been proven that the verbal and non-verbal portrayal of woman in the medical advertising discourse of over-the-counter drugs, although limited by the linguacultural parameters of Germany. Nevertheless, it includes a reflection of general cultural priorities, attitudes, assessments and her needs as a woman and mother, preaching values such as health, beauty, healthy lifestyle, well-groomed appearance, caring for loved ones.