The research paper deals with personal advertisements presented via the medium of the Internet. This kind of advertising is a relatively new genre because the medium of the Internet is not a very old phenomenon; therefore it is nearly unexplored. The following analysis of personal advertisements appears to be quite interesting as today personal advertisements represent one of the very popular and often used means providing possibility to meet new friends and potential life partners. Ads offer a rich source of written language, as well as research material. They usually facilitate in sending right messages to people of opposite gender identities on dating webpage. The most important goal of the research paper is to focus on the features of online dating from the point of view of gender differences. It tries to find out whether and how the differences between men and women influence the language of personal advertisements. It wants to explore whether some general gender stereotypes also occur in this new kind of personal advertisement.
In our society it is believed that men and women talk as they belonged to two different entities. Since personal advertisements are written by both sexes, the research paper tries to explore how language relates to gender and how stereotyped assumptions and beliefs are reflected in the text of online personal advertisements. The paper focuses on how men and women characterise themselves, as well as their potential partners, what kind of expressions they use for this purpose. From the viewpoint of gender stereotypes, the paper will concentrate on the issues of talkativeness and a hedges usage as it is presupposed that women will be more talkative and will use hedges more frequently. It is also presupposed that men will emphasise success in their self – description and appearance in their partner –description. Women are presupposed to put greater emphasis on their appearance as well as on partner´s success.
1. Advertisement in general
1.1.Role of advertisement Nowadays, advertisement is a usual part of everyday life. Wherever we are, ads are always surrounding us. We can see it everywhere: on TV, radio, newspapers, magazines, billboards, means of transport, the Internet or in public places. Its goal is to attract people ´s attention and give information about some concrete product or service. The ultimate aim of ads is to persuade people to buy what is advertised. Information provided by the creators of the advertisement has a strong impact on the addressees, either negative or positive. Advertisement is very often rejected and invokes passionate discussions. However, thanks to it, people or companies can quickly inform about their products or services in a very easy way. 1.2.Language of advertisement A great variety of advertisements for different subjects emerges on the market, ads for e.g.: products, services, ideas or images of organizations, charities, companies, individuals. Language of present advertisements is special. It tries to attract possible customers or addressees and focuses on their attention and consciousness to influence them positively. „ Ads use fictions, word play, compressed storytelling, stylized acting, photography, cartoons, puns, and rhythms in ways which are often memorable, enjoyable and amusing. The word and details of ads often come to people´s minds more readily than those of novels and poems and plays, and they are often recalled with more laughter and enthusiasm“ (Cook, 2003, p. 3).
It can be said that language used in advertisements plays a very important role. It is obvious that the more extraordinary, peculiar, interesting and original the advertisement is, the greater chance it has to draw addressees´ attention and to go deeply into their subconscious.
2. Personal advertisement
2.1. The role of the advertisement As any kind of advertisement, personal ads are part...