INFLUENCE OF ADVERTISING ON NORMS AND GENDER STEREOTYPES OF CONSUMERS
Journal Title: Габітус - Year 2018, Vol 6, Issue
Abstract
Research is devoted to revealing the contradictions that arise in the minds of different individuals and social groups in the process of collision of gender images broadcasting by advertising with images that were formed by real life and turned into certain stereotypes. An analysis of gender stereotypes allows to identify their key substantive features and fix some changes in the forms of representation and identity of modern men and women, as well as in the structure of sexrole relationships. On the basis of the research conclusion was made that advertising not only promotes the development of stereotyped roles for women and men, it serves as a powerful tool in addressing the challenges of stereotypes destruction.
Authors and Affiliations
А. А. Согорін
Keywords
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