The Gender Aspect of Advertising Texts in Kazakhstan: a Cognitive Approach

In the context of the transformation of Kazakhstan’s media space, advertising is increasingly becoming a platform for the representation and reinterpretation of gender roles. The aim of the present study is to identify the linguistic strategies employed in Kazakhstani advertising to construct gender roles, as well as to assess their impact on audience perception. The research is based on an interdisciplinary methodology that integrates cognitive linguistics, pragmalinguistics, critical discourse analysis, and elements of media psychology. The empirical data includes over 100 authentic advertising messages, along with the results of a sociolinguistic survey conducted among 1,000 respondents. The study revealed stable frame structures and conceptual metaphors that reproduce traditional gender archetypes, as well as instances of inclusive strategies. The analysis allowed for the classification of advertising texts according to the type of gender marking, speech act typology, and pragmatic orientation. The theoretical value of the research lies in the development of a linguistic framework for interpreting gender representations in advertising. Its practical significance is reflected in the formulation of recommendations for the creation of inclusive advertising texts and the adjustment of brand communication strategies. This research contributes to the advancement of gender linguistics and advertising discourse analysis within the Kazakhstani context.

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