The linguistic picture of the concept of man in advertisements

Agnieszka Rosińska

The mass-media influences the language of the audiences and indirectly shape their way of perceiving and understanding the world. A conceptual image of man is one of the components of the picture of reality. In advertisements the man is most often you characterized as a professional, a sexual partner, an aesthetic object, the head of the family and partner in life, "a real man" and a puppet-man in women's hands. A man as the hero of advertisements should be first and foremost: practical, rational, thrifty and well-groomed. It seems probable that the stereotype of man created by the mass-media has a big influence on the sexual socialisation of audiences.

KEYWORDS

Cognitive linguistics, linguistic categorization, linguistic picture of the world, stereotype, mass-media