Диссертация посвящена анализу языковых особенностей рекламных текстов для женской аудитории в аспекте их использования для передачи гендерных стереотипов. В качестве материала исследования выбраны слоганы, заголовки и подзаголовки потребительской рекламы. Был произведен многоуровневый языковой анализ современных текстов женской рекламы на русском и английском языках, опубликованных в персонифицированных по гендерному признаку журналах. Отмечаются трансформационные процессы и новые тенденции потребительской рекламы, комментируется их влияние на выбор языковых средств. / The research is devoted to the analysis of the linguistic means of advertising texts for women in terms of their use of gender stereotypes. Slogans, headings and subheadings of consumer advertising were selected as the research material. The research provides a multilevel linguistic analysis of modern Russian and English advertising texts for women which were published in gender-oriented magazines. The transformational processes and new trends in consumer advertising are noted as well as their influence on the choice of language means.

Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were derived from an online survey adapted from the U.S. Food and Drug Administration. Participants included 235 college-affiliated adults. Data were analyzed using descriptive statistics and analysis of variance. The Bonferroni correction was used to control the family-wise Type I error rate. The most significant findings of this study are that DTCA is associated with patients asking more questions, having more office visits, and patients having a lower overall health status. Future researchers should consider a non-college-affiliated sample and the post-implementation impact of the Affordable Care Act. This study helps to address the community challenges of how DTCA impacts prescription drug use and costs, as well as patients' understanding of the associated risks. Having knowledge of the impact of DTCA can help patients and their communities, employers, and governments make more informed decisions that will positively impact their health, wellbeing, and prescription expenses.