Representation of the Phenomenon of Body Positivity in English Sports Advertising Discourse

Abstract

The aim of the research is to study the phenomenon of body positivity in sports advertising discourse using advertising posters in English-speaking countries (Great Britain, USA, Australia). The study is based on sports advertising messages (157 images) published in periodicals, as well as placed in the form of posters and banners over the period from 2015 to 2020. The scientific novelty of the research lies in the interdisciplinary approach to the study of the phenomenon of body positivity in relation to the modern English social advertising discourse. As a result of the research, specific implementation and representation features of the phenomenon of body positivity in the English sports advertising field have been revealed, as well as peculiarities in their perception by representatives of the English-language linguistic culture.