DISCOURSE ABOUT THE PECULIARITIES OF THE THEME OF MALE GENDER IN ADVERTISING TEXTS IN RUSSIAN AND UZBEK (ON THE MATERIAL OF MEDICAL VOCABULARY)

Abstract

in modern linguistics, the study of gender is a problem that is in demand, interesting, but also not little studied. Linguists began to study this problem in the 60-70s of the XX century. In this article, citing the theoretical points of view put forward by a number of scientists, an analysis of the role of male gender in advertising texts on the topic of medicine and pharmaceuticals is undertaken. The similarities and differences of advertising texts in Russian and Uzbek languages are revealed, their groups are formed taking into account the needs, interests and preferences of the male.