Образът на българската баба в рекламата
The Image Of The Bulgarian Grandmother In The Advertisement

Author(s): Iva Peneva
Subject(s): Language and Literature Studies, Applied Linguistics, Cognitive linguistics, Stylistics
Published by: Пловдивски университет »Паисий Хилендарски«
Keywords: advertising; grandmother; traditions; family
Summary/Abstract: Female images are among the most frequently used in advertising. Their use and effects have been extensively studied, including scientifically. The image of the grandmother (old woman) still remains outside of active research interest. However, it is curious from the point of view of the aspects that are used to advertise various products and services. The article attempts a general overview of the image of the Bulgarian grandmother created in the advertisement in two directions: the grandmother as a mother of a parent and the grandmother as an elderly woman. The empirical material on which the research is based are Bulgarian television and internet advertisements.

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