Theoretical Exploration: The Relationship(s) of Translation, Gender, and Advertising

Building on the interconnections of gender and advertising in the first chapter, I now bring a third key concept into the theoretical exploration: translation. In this chapter, I examine the three main concepts of my research—translation, gender, and advertising—and their interconnections. This chapter also consists of two parts, divided into more specific sections. In the first part of the chapter, on language, translation, and gender, I first introduce linguistic sexism in general and then focus on grammatical gender as well as the problematics of masculine genericness versus gender‑fair language use in particular.