Gender Differences in Language, Rights and Society

This paper offers an exploration of gender portrayals in advertising adopting a sociosemiotic perspective. The initial section delves into the examination of gender stereotypes in advertising. Over the years, there has been a noticeable transformation in how women are depicted in advertising, moving away from traditional domestic roles. However, subtle stereotypes persist, with women often assuming passive roles in advertising narratives. Simultaneously, depictions of men have evolved to encompass a broader spectrum of roles, moving beyond traditional masculinity to include family-oriented roles. The latter part of the paper delves into the portrayal of gender-based violence in commercial and social advertising, exploring the educative and social vocation of semiotics. The aim is to highlight the mechanisms through which these texts contribute to the communication of societal roles and identities, identifying the critical aspects of social communication and proposing operational solutions to restore communication to its educational purpose.