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Chapter 1. Language and Gender Studies .1 Gender and Linguistic Stereotyping
Gender stereotyping in the linguistics is a well-established fact. Nowhere is it more obvious than in advertising, where the authoritative male voice-over is a regular feature. «Perhaps the most telling evidence of sexism in advertising is not to be found in» what happens «, but in the ubiquity of the male in the voice-over, even in ads portraying or aimed at women, or which pay lip-service to the modern liberated women! » [Cook G., 1992] The attribution of specific and indeed limited gender roles by the advertising industry and by society in general is a fascinating subject in its own right. We propose to look initially at just one element of it, ie the portrayal of women «s language and communicative skills as a component of their general behaviour patterns. Usually, references to women »s linguistic behaviour are implicit rather than explicit. There are occasions when deep-rooted expectations and prejudices come to the fore, displaying a stereotypical picture of women as creatures who talk a lot, interrupt men and are illogical and changeable.Quiet! Didn «t your husband teach you not to interrupt when a man is talking?»- Pieter Botha, President of South Africa, responding to a female heckler. [Werner M., 1993]. Can we have an invasion when the troops storm ashore and then change their minds! «- Bob Hope, entertainer, about women in combat. [Werner M., 1993]. Further example relates to the stereotype that women talk a lot. It is taken from the British Telecom advertising campaign called »It« s good to talk »:. G. Why can «t men be more like women?. G. Women and men communicate differently .. g. Have you noticed?. G. Women like to sit down to make phone calls .. g. They know that getting in touch is much more important than what you actually say .. g. Men adopt another position .. g. They stand up.body language says this message will be short, sharp and to the point. »Meet you down the pub, all right? See you there «. That »s a man« s call .. g. Women can »t understand why men are so abrupt. [The Sunday Times] service is paid to women «s role in maintaining social harmony. However, it is abundantly clear that what women say is unimportant, if »getting in touch is much more important than what you actually say« and women »s conversation is irrelevant if it is« not to the point ». Interestingly, the two accompanying pictures show a man and a woman on the phone, wearing no clothes with the caption strategically positioned. The suggestion is obviously (and dangerously) that such behaviour is biologically determined. What might be represented elsewhere as a disadvantage is here turned to advantage for raw commercial purposes: how else could «talking-time» be sold other than by reference to the stereotypical high-achievers in the area, ie women?
Linguistic stereotypes
Since the publication of Robin Lakoff «s stereotypes about women» s speech have percolated through from linguistic circles to the general public. [Lakoff R, 1975]. It is almost impossible to look through a women «s magazine nowadays without finding some article popularising descriptions of women» s speech, largely based on linguistic research. [U Magazine; September, 1995]. Lakoff drew up a list of featur...
