Conclusion

In this final chapter of the book, I briefly present my key research findings in relation to the relevant research questions, reflect on this study and consider its limitations, and make suggestions for future research as well as discuss the main contribution of my research findings. Drawing on sociocultural linguistics and a social constructionist approach to gender identities, in this study, I investigated gender representations of fictional characters in advertising in order to discuss diverse manifestations of sexism on the verbal and/or nonverbal levels of original and translated audiovisual advertisements. Moreover, I explored the ways in which translators of advertising spots can reduce or mitigate linguistic sexism so as to foster gender-fair language use in audiovisual advertising. Following are brief summaries of the basic research findings of this study as they pertain to the three research questions posed in the Introduction.