A Comparative Study of Two Advertisements Targeting Men and Women

Advertising becomes indispensable in modern times due to its wide influence on consumers and it is presented in formsof various media including newspapers, radio and television, etc. Advertisement, with its visual and verbal features, is often studiedby many scholars from a linguistic perspective. This article will compare two print advertisements in magazines targeting males andfemales respectively in terms of gendered social actors regarding multimodality and intertextuality.