Manifestation of gender stereotypes in advertising. Gender stereotypes in modern advertising Advertising as a source of gender stereotypes

Introduction

Chapter 1. Methodological basis for studying the specifics of gender stereotypes

1.1Fundamentals of gender psychology

1.2Mechanisms for the formation of gender stereotypes

1.3 The influence of gender stereotypes on the perception of advertising messages

Chapter 2. Sociological study of gender stereotypes in commercial advertising (using the example of TV)

2.3Own sociological research“Gender stereotypes in modern advertising”

Conclusion

Bibliography

Introduction

The media leave their mark on all spheres of individual life. They are often one of the main sources of socialization of the individual with family and educational institutions. All information emanating from the above sources penetrates the consciousness and contributes to the formation of attitudes, judgments, and stereotypes. Thanks to this, people build their attitude towards current reality.

Today advertising ceases to be only an economic component, it becomes an area of ​​mass culture. Advertising plays a huge role in the formation of gender stereotypes, since it not only conveys information about goods, products, services, but clearly illustrates and forms the necessary male and female images, social, political and other types of relationships, on which individuals’ self-esteem and perception then depend. surrounding people, views on life and what is happening. I.V. Grosheva says that: “relationships between men and women, as a rule, are not only stereotyped, audio and video adapted, but also simplified, reduced to the level of “ritual idioms.” In other words, the promotion of goods in advertising is presented in a set of images inherent in a given society, its cultural traditions and the relations between women and men in it.

Today, we can no longer imagine how to live without advertising, because it surrounds us at every step. People are so used to it that it is sometimes very difficult for authors to attract the attention of the audience. Therefore, it is important not only to come up with new technologies, but also to take into account previous experience. Namely, take into account gender characteristics perception.

The relevance of the study lies in the fact that currently there is an urgent need to study the sociological, cultural, economic aspects of advertising communications that convey spiritual experience in the form of consumer behavior patterns that shape the behavioral attitudes of individuals and life values ​​in the modern intercultural space.

Offering new guidelines within the framework of values, advertising shows a refined world where Western values ​​are intertwined with domestic ones, on the basis of which the modern generation is formed. Advertising appears as a technology for the formation of new needs, the creation of socio-psychological attitudes, the introduction of a certain value system, a model of relations between the sexes, and acts as a means of constructing both society as a whole and its individual spheres, while it itself becomes an object of consumption and the value of a consumer society.

State and degree of scientific development of the problem.

The theoretical and methodological basis in my research are scientific provisions, principles, approaches and concepts of foreign and domestic scientists, which allow us to correctly comprehend and study advertising as a social phenomenon (works by O.O. Savelyeva, E.N. Yudina, M.D. Valova, M.Yu. Rogozhin, J. Baudrillard, P. Bourdieu, J. Mead, T. Parsons).

The role of gender stereotypes was studied by S. Bern, A. Dudareva “Advertising image. Woman and Man” in her book talks about trust in advertising and asexuality, O. Zdravomyslova, V. Tulupova, L. Egorova, I. Groshev, M. Baskakova, N. Azhgikhina and many other authors.

However, despite a significant amount of work in the field of gender stereotypes and the sociology of advertising, the aspect we propose is insufficiently studied and requires further refinement.

All this suggests that the study of gender stereotypes is a very relevant topic.

The purpose of my work is to determine the specifics of the “gender stereotype” and study the features of gender stereotypes in advertising.

The object of study is the phenomenon of gender.

The subject of the study is gender stereotypes in modern advertising.

To achieve the goal of my work, I set the following tasks:

1.Consider the basic concepts of gender psychology.

2.Analyze the mechanisms of formation of stereotypes in the media space.

3.To study the phenomenon of the influence of gender stereotypes on consumers.

The thesis consists of an introduction, which reveals the relevance of the problem, goals, objectives, object and subject of research, two chapters, a conclusion and a bibliography.

The first chapter is devoted to the theoretical and methodological study of gender stereotypes; the concepts of sex, gender and gender stereotypes were examined in a sociological manner, the basic principles of formation and the degree of influence of gender stereotypes on society were identified.

In the second chapter, advertising was analyzed as a social phenomenon, television advertising was highlighted as a special type with its unique characteristics. This chapter also presents the results of the author’s research on the study of the perception of advertising images among the population.

Chapter 1. Methodological basis for studying the specifics of gender stereotypes

1 Basics of gender psychology

Gender psychology is a fairly new scientific movement, which not so long ago began to declare itself as an autonomous field of psychological teaching. More and more works that have appeared in psychological knowledge recently and have been devoted to gender issues indicate a growing interest among scientists in this section of psychology. This is due to the fact that the information obtained by gender psychology is significant for all areas of practical activity, including in the media space.

The foundations of gender psychology were laid by Western scientists. Three stages can be distinguished in their formation. The first stage (70s of the twentieth century) is the time of the appearance of the first gender-oriented scientific works associated with the rapid development of the liberal-oriented feminist movement in Western countries. Liberal feminism proclaimed equality of the sexes, which could be achieved through reform. Legislative acts and political decisions (according to supporters of liberal feminism) should take into account the aspect of gender neutrality and highlight the idea of ​​​​the similarity of the sexes. During this period, the social and psychological sciences were dominated by the theory of structural functionalism, according to which relations between the sexes were defined through the concept of sex-role division (T. Parsons).

This can be considered using the example of a family - the functions must be divided: the woman performs only the expressive function (establishing internal balance, comfort, peace and harmony in the family), and the man performs the instrumental function (implementing interaction between the family and other social structures). Liberal representatives of feminism, thinking about the position of women (according to Parsons), formulated the thesis about the oppression of women and men by the traditional roles assigned to them and put forward a political task that consisted of changing these roles. They focused their main activities on “breaking” stereotypes of social consciousness (linking the fate of women exclusively with service, and men - mainly with management activities) through a colossal program of social transformations in the education system, production, political and legislative spheres, ensuring equal rights and equal opportunities in society for women and men.

The second stage of development in the field of gender studies began in the first half of the 80s. At this time, the ideas of radical feminism were relevant. Considering that liberal feminism in the dilemma “similarity - difference of the sexes” solved the problem directly through the similarity of male and female, radical feminism proceeded from the idea of ​​difference between men and women. Radical feminism emphasized discrimination against women. Classical psychoanalysis was actively criticized, in which S. Freud attributed to women a weaker and more unprotected position in society, explaining this from the point of view of biological characteristics. There have been debates about the biased distribution of power between men and women in all spheres. On the basis of feminist theory, a new direction was formed - women's studies, which was an empirical study of women's experience, namely, women's perception of society, family, and relationships with men.

The third stage in the development of gender studies dates back to the second half of the 80s. The feminist movement during this period was characterized by a multiplicity of branches: color feminism, postmodernist, humanistic, existential, cultural feminism, etc. main task The feminist movement since the late 1980s has been clarifying deconstructions of gender relations. There is a transition to an analysis of the gender system and the factors that determine the formation of gender. During this period, great attention is paid to the separation of the concepts of “gender” and “sex”.

Gender studies as a theoretical part and research practice are focused on understanding gender as socially constructed inequality based on sex. Summarizing the above, it can be noted that the development of gender ideas in psychology was preceded by the development of gender-oriented theories within the framework of the women's social movement and theoretical feminist concepts. Then, gender studies in Western psychology were formed within the framework of the following paradigms: 1) the paradigm of sexual differences, which developed under the influence of the sex-role approach; 2) the paradigm of the uniqueness of female psychology, formed under the influence of criticism of the ideas of psychoanalysis; 3) the paradigm of the social construction of gender, which appeared under the influence of the socio-constructionist intellectual movement. IN national history development of gender ideas, the following situation was observed.

Until the 1990s, we had almost no work on gender studies, and those that existed were entirely based on Western research. Since this period, it turned out that many people are interested in this topic, and they would like to read and study this issue.

This became possible thanks to the weakening of censorship and ideological prohibitions. Now it is possible to study the popular field of psychology of men and women, their emotional and sexual side of relationships from the point of view of scientific knowledge. Three branches of knowledge about gender psychology have emerged. The first offered primitive recommendations for improving relations between the sexes, for example: O.R. Arnold "Why do men run away?" (M., 1999), L.G. Gushchin “A man and methods of his training” (M., 1999). The second direction talked about personality traits outside of gender, for example, advice on how to behave correctly in conflict situation, how to improve relationships with colleagues or overcome stress. The third branch helped to comprehend gender stereotypes and assess what could interfere with personal growth, self-realization in the work sphere, in starting a family, etc. Thus, the lack of specialized literature on gender psychology showed the need for in-depth scientific work in this area.

Gender psychology consists of several sections - firstly, it is the psychology of gender differences (here the influence of gender differences on an individual’s life in all spheres is considered), secondly, gender socialization (deals with the study of the development of personality as a representative of gender at all stages life cycle), thirdly, these are gender characteristics of the individual (particular attention is paid to the study of stereotypes, attitudes associated with gender differences and mechanisms for overcoming traditional gender stereotypes), fourthly, this is the psychology of gender relations (studies the nuances of interaction between men and women , the male model of behavior is dominance, the female model is dependence).

The main task of gender psychology is to understand the psychological patterns of behavior of people as subjects of activity (they are bearers and creators of gender roles and statuses). Another of its tasks will be to consolidate it as a field of scientific knowledge and academic discipline, definition of the subject of research, direction of development, justification of methodological principles of research and accumulation of a certain scientific base.

Gender psychology develops within the framework of the social constructivist direction. The main idea of ​​this concept is that the construction of the social world is an important cognitive component.

Both sex and gender are socially achieved statuses, on par with race. Gender is fundamental, permeates all spheres of life at all levels, is constant, but in ordinary life we ​​constantly model gender in each specific situation.

The concept of gender in sociology is one of the fundamental ones. In order to distinguish the study of gender in the context of social relations and processes, it is customary to use the concept of “gender” (from the Latin gender - “sex”), introduced into scientific circulation in 1975 by sexologist John Money (1921 - 2006) in the course of research on social roles marginal groups (transvestites, transsexuals) in modern society. Gender is social sex.

However, the psychology of sex and the psychology of gender have some differences. The psychology of gender studies the psychological characteristics of men and women in the context of their physiological differences. Gender psychology pays great attention to results personal growth, which followed the phenomenon of sexual differentiation and stratification. Here they actively study the reasons for the hierarchy of statuses and positions of men and women in society in the context of discrimination and gender inequality. Another difference is the different theoretical and methodological basis (gender psychology is based on social-constructivist paradigms, gender psychology is based on biodeterministic ones).

There is often a certain dissonance in the understanding of these two terms - “sex” and “gender”. From the point of view of structural sociology, and in accordance with the Durkheim tradition, gender itself is a social phenomenon, so the use of the term “gender” is a pleonasm, but its use is intended to emphasize that we're talking about about the sociological approach to the issue of gender when it comes to broad discussion.

The concept of “sex” (Latin sexus, “sex”, “half”, “division”) can be used more broadly and include anatomical differences and characteristics. The concept of “gender” is usually used in the field of sociology or social psychology.

The central setting for our perception of differences is the division of people into men and women. Everyone believes that this is purely due to physiological and anatomical features body. After all, the idea of ​​opposite sexes is found in the mythology and traditions of all societies known to our civilization; these differences have always been enshrined in various social institutions (army, law). Nevertheless, the main idea of ​​​​this division was that men and women differ from each other in the sociocultural context of society (certain norms of behavior appear that are characteristic only of men and only of women).

Thus, when they talk about the biological differences between men and women as individuals, they use the terms “sex”, “sexual dimorphism”, in English literature - “sex”, but when they talk about the psychosocial, sociocultural role of both people as individuals, then most often they talk about gender and gender differences.

Scientists identify 2 currents regarding the causes of gender differences. 1 group of scientists says that biological factors play a leading role in this. Psychological differences between men and women are an extension of biological inequality. In their opinion, social factors are secondary. Thus, domestic scientists have identified differences in brain activity in children of different sexes (boys are more reasonable and logical, girls are susceptible to the influence of emotions). Such views were held by T.P. Khrizman, V.D. Eremeeva, V.A. Geodakyan, S.I. Kudinov, A. Pease and others.

Proponents of social determination - J. Lorber and S. Farrell, K. West and D. Zimmerman, V.N. Kunitsyna, M.V. Burakova and others.

A number of experiments have proven the predominance of social factors; gender is considered only as a designation of various educational measures.

Thus, it was found that the attitude of parents towards newborn children varies significantly depending on the gender of the child. Parents of girls tend to describe them as gentle and dependent, and parents of boys as strong and active. High degree The similarity of parental assessments indicates a stereotypical perception of the child depending on gender. Parents' stereotypical perceptions of boys and girls create stereotypical expectations and, as a result, stereotypical upbringing. It turns out that the psychological differences between boys and girls are based on objective biological differences, but the resulting psychological differences are largely determined by the specifics and direction of the social factor influencing this process through the special social order of society.

Thus, sex and gender are not complementary categories and social constructs of human sexuality. The term “sex” emphasizes the biological basis of psychological differences and reduces all encountered diversity to the biological differences between men and women, while the term “gender” emphasizes the sociocultural origin of psychological differences. Regarding the basis of gender differences, we can conclude that social factors still prevail over biological ones.

2 Mechanisms of formation of gender stereotypes

A gender stereotype is a simplified, stable, emotionally charged image of behavior and character traits in men and women. All these stereotypes are manifested in self-awareness and in intergroup interaction. Gender stereotypes can be called social norms, because we all imagine how people of both sexes should behave in certain situations and we ourselves follow these “unspoken” rules, because such behavior is considered the norm in society. All gender stereotypes can be divided into 3 groups.

The first group represents masculine-feminine stereotypes, that is, normative ideas about somatic, psychological and behavioral properties that are characteristic of people of both sexes. Thus, it is believed that a man by nature is prone to dominance, self-confident, and guided by logic. Women, on the contrary, are passive, emotional, and dependent.

The second group of stereotypes is based on the content of the work of women and men. For example, for men the dominant activity is considered to be management, leadership, organization, and for women - performing and serving.

The third group of stereotypes is inextricably linked with family and professional roles. It is generally accepted that the most important thing for a woman is family, and for a man it is his career.

All of these stereotypes are incredibly resilient, so their reproduction is passed on from generation to generation.

When discussing the nature of the formation of gender stereotypes, many scientists draw a parallel with the social field of P. Bourdieu. Its “field” is a certain structured unit of social space into which individuals are attracted. This happens due to the fact that a person must comply with certain conditions in order to be inside the field, otherwise he will not be able to accumulate certain social resources, and most importantly, take “his” place in the field system. Being within the field, individuals clearly understand what can be done and what cannot be done. If we talk about gender, then the boundaries here will be stereotypical ideas.

Gender stereotypes of consumption are stable, and in some sense, schematic ideas about the differences in consumer behavior of men and women, which are based on the prevailing ideas about femininity and masculinity among the masses. They are formed by the simultaneous action of 3 fields - the gender field, the consumption field and the field of mass communication. All 3 fields have different effects. The gender field is responsible for shaping the different roles of men and women. All cultures have certain rules that regulate the behavior of men and women. These norms are reinforced in gender stereotypes.

The media, using gender stereotypes, create ideas of both “normal” and “abnormal” behavior in the sphere of mass consumption.

All 3 fields do not become closed during interaction, since gender images can change when state ideology, socio-economic conditions, etc. change.

Using constructed images in everyday reality, people begin to reproduce gender stereotypes in life, and thereby take their place in a hierarchical social space, provided they successfully assimilate these models. This reproduction can be defined as capital. Bourdieu said that social capital is the aggregate of resources associated with the recognition of membership in a group. According to his theory, such relationships can only be observed in a system of material exchange that helps to maintain them.

All definitions of the concept “gender stereotypes” are united by the fact that they influence the formation of personal identity, are acquired at the earliest stages of socialization and represent a social resource. Stereotypes in this sense will emphasize intergroup differentiation and establish social bonds. Therefore, an individual will be more successful if he learns stereotypes well. Thus, gender capital is a subtype of social capital, because it represents accumulated labor that exists in bodily and linguistic form and has normative boundaries that are determined through stereotypes. The existence of gender stereotypes presupposes familiarity and recognition (gender by sex, for example). Representing a certain stereotype of behavior, gender stereotypes form an individual’s lifestyle - life style features are generated and gender differences appear. This aggregate subsequently forms a gender display. In communication between individuals, stereotypes regulate behavior and try to predict it (acting as a form of foresight).

To express the male and female models, there are material sets (clothes, shoes, hairstyle, etc.). Socio-cultural values ​​are divided into gender-neutral, gender-oriented and latent gender-neutral. Group 1 has no gender, Group 2 clearly separates male and female, Group 3 hides its true preferences. Ultimately, all this influences the choice of the cultural component of life. For example, muscular values ​​most often include honesty, self-discipline, rationalism, pragmatism, self-sufficiency, and wisdom. To the feminine - loyalty, the ability to forgive, openness, emotionality, family.

The concept personifies the entire system of institutions of gender socialization, which is aimed at forming people’s ideas about gender and building a system of social relations that is understandable to everyone. Understanding the principles of constructing gender forms an individual’s gender capital, which in turn forms social competence in matters of gender relations.

Gender relations can be represented as the relationship between people, which arises during joint activities, is the main element of the social context and indicates the presence of multi-level relationships. These can be called relationships: relationships between different gender groups, organized relationships from a social point of view, relationships towards oneself as an individual and a bearer of a certain gender. The concept of gender relations is also associated with the definition of the rights and responsibilities of people of both sexes.

Only at the beginning of the 20th century were a number of studies carried out that ultimately tried to find a method of influencing a person’s will in connection with the formation of his need for an advertised product, and the method was eventually found - it is possible to influence people by introducing stereotypes into consciousness.

1.3 The influence of gender stereotypes on the perception of advertising messages

Advertising communication occupies one of the main places in the formation of stereotypes. When developing an advertising message, it is necessary to take into account a number of important factors, notes O.V. Homeland. She attributes to them the mentality, national culture, gender stereotypes that dominate society, which constantly shape the patterns of male and female behavior in society. All our behavior depends on them.

The main function of advertising is impact, but it can only be effective when an accurate calculation is made, starting from the choice of a particular audience to which the advertising message will be directed to the form of the advertising message. Advertising that is written in a general way, that is, without taking into account the specific characteristics of consumers of goods and advertising, their preferences and capabilities, will never become effective and will not bring the desired results. Therefore, it is very important to create advertising based on the social status, profession, age and other characteristics of the target group. Gender perception of advertising

messages have their own specific characteristics.

For example, the same advertising messages will be perceived differently by men and women. So, if an advertisement talks about helping children in orphanages, for example, then men will feel alarm about this situation of children, and women will feel indignant and angry that poor children are now there. It is in social advertising that a gender context is always used; almost all commercials are based on gender stereotypes, which helps to better convey the meaning of the message of the video. For example, when it comes to problems in the family, the emphasis in advertising is on the female audience, and when it comes to business, the emphasis is on the male audience - “pay your taxes - live in peace.”

Based on previous research in the field of gender stereotypes, we can identify several main stereotypical images that are often found in advertising. Female images that marketers and advertisers often use in their work:

1.The housewife (wife, mother) is most often found in advertising of women's products. The heroine of the video usually does laundry, cooks, raises children, washes dishes, and takes care of her family and household chores. Appearance is not in the first place for her, she may be slightly overweight, makeup and hair styling are minimal, she is usually dressed in home clothes, in discreet colors. The main mission of a housewife is to take care of loved ones.

2.A business woman or business lady is a beautiful, but not sexy woman who has achieved everything herself, she is successful, smart and independent of a man. As a rule, he dresses in modest, business-like, expensive clothes. The hairstyle and makeup are discreet but elegant, there is a certain gloss to the image.

3.Seductress - this image can be used in advertising of any product. The heroine, as a rule, is dressed sexy, and her behavior is also of the same nature. The hair and makeup are beautiful and eye-catching.

The following types can be distinguished from the most popular male images:

1.A businessman is a hero in an expensive, good suit, he has an expensive new car, a luxurious office, and a handsome secretary under his command.

2.An athlete is a man in good physical shape, showing off his beautiful, sculpted body, he is strong and healthy. In the subconscious of women, he is perceived as an excellent option for the father of a child.

3.A seducer is a handsome man who is always surrounded by one or more women. He tends to have fashionable and current clothes, hairstyle and decorations that highlight his popularity among women.

4.A husband - usually there are 2 extremes - he can be caring, strong, the support of the family, or sloppy, clumsy, but with a cheerful wife who forgives him all this.

Gender stereotypes are especially visible in commercial advertising. For example, in men's and women's magazines there are very significant external differences. In women's publications there are more often photographs of young, pleasant, successful women, women with children, since the target audience wants to “see themselves” in these images. Advertisements for any product are accompanied by photographs, a detailed description of the benefits and the most important characteristics of the product. The language of such advertising text is literary; complex terminology is almost impossible to come across, only if we are talking directly about the latest technologies.

In “male” advertising, there is coarser vocabulary and a lot of specialized terms, especially when talking about cars, computers, smartphones and sporting goods. As for photographic images, they often depict successful men in the business sphere, or men in the company of women, with sexual overtones. Main feature such photos is that the man in the photograph is located above the women. Men's magazines often advertise not individual products, but the manufacturing company. The main criteria of a company by which a man will be interested in advertising will be practicality, reliability, stability. The image will not be a specific product, but an abstraction that is associated with the characteristics of the company.

“Male and female advertising” - that is, advertising addressed to different genders, has its own text characteristics in order to be understood by its audience. A male gender stereotype will be laconic in its expression, contain reliable and specific facts and terminology. Women's gender stereotypes will be dominated by emotionally charged vocabulary, expressive statements, and a large number of descriptions and promises. The mixed type of gender stereotype is characterized by basic linguistic and mental characteristics of perception, which are personified by both men and women. Thus, it was found that women are less interested in “male” products and vice versa.

That is why baby food advertisements are found 4 times more often in women's magazines than in men's magazines. Low-calorie nutrition, diets, light exercise and tips on how to improve your life and relationships with loved ones are the main idea in women's publications. Men talk more about alcoholic drinks, about energy value, which gives more strength; advertising of equipment and cars is also more common in men's magazines. But advertising of furniture and interior accessories is the lot of women's publications - since a woman is a symbol of the “home.”

You can neutralize gender in several ways - for example, use paired photographs or group photographs, directly address the addressee, and focus on the product and its features. Currently, advertising messages are more often directed at the mass addressee, taking into account the value guidelines inherent in this group. But the number of gender stereotypes is huge, so you need to be more attentive to them.

In a market economy, producers and trade organizers are interested in ensuring that every person, without exception, becomes an active consumer of their goods and services. To do this, it is necessary to arouse interest among consumers and motivate them to purchase. The main link between the producer of goods and services and the consumer is advertising.

The advertiser’s task is to identify possible stereotypes of potential buyers and, with the help of advertising influence, correct them: strengthen a positive stereotype, neutralize or weaken a negative one, make a neutral one positive.

Sean Byrne (associate professor of psychology at California Polytechnic University) in his 2001 book “Gender Psychology” identifies three types of people’s subordination to gender norms - compliance, approval and identification. .

Compliance is a type of submission to norms when a person does not accept them, but brings his behavior into line with them in order to avoid punishment and gain social approval.

Approval, or internalization, is a type of conformity where a person lives according to gender norms.

Identification is the repetition of actions in a role model (man, woman, father, mother).

Society needs women to be relationship oriented and men to be task oriented. Since this corresponds to the historically established gender role division, the man was engaged in business, work, and the woman took care of the psychological climate and family. This division can often be seen in traditional families and in business.

Often a stereotype exaggerates gender differences that are not a stable characteristic of individuals. So, now there are many women who are successfully engaged in business and men who find themselves in creativity and traditionally purely female activities.

Social ideas regarding men and women relate to the norms of their social behavior and how they should differ from each other in their socio-psychological qualities.

In such cases, non-conformity to the stereotype can manifest itself in judgment and misunderstanding on the part of society and the group, and this misunderstanding can lower self-esteem and traumatize the individual.

In the last decade, ideas about male and female gender roles have been criticized by many authors. Representatives of the new point of view believe that traditional gender roles limit and hinder the development of women and men. They serve as a source of mental tension and instability of the psychological component, that is, those who try to follow them commit forced violence against themselves.

The first negative effect of gender stereotypes is that existing stereotypical images of men and women act as a “magnifying glass”, emphasizing the differences between men and women to a much greater extent than they really are.

The second negative effect of gender stereotypes is a different interpretation and assessment of the same event depending on what gender the participant in this event belongs to. This was clearly manifested in the perception of children of both sexes by adults.

So, back in 1974, J. Rubin and his colleagues interviewed parents who had one-day experience of communicating with their baby on the first day of his birth. Male and female infants did not differ in activity or other behavioral characteristics. But surprisingly, girls were described as small, pretty, and boys as more confident and strong.

The third negative effect of gender stereotypes is the inhibition of the development of those qualities that do not correspond to a given gender stereotype.

For a male person to show feelings means to violate the norm of masculinity. As a result, boys may develop feminophobia, that is, fear of expressing femininity in themselves. Therefore, men with a strong traditional approach to the male role may believe that since a man should not be emotional, then there is no need to improve expressive abilities and the ability to understand the emotions of others. Many male children are told in childhood that “boys don’t cry” and this is a fundamentally wrong approach, because children cannot express their emotions in any other way.

The most common stereotype about the subordinate, dependent position of women manifests itself in society at a subconscious level, regardless of conscious perception.

This stereotype is well covered in an article by I. S. Kletsina from 1999. She said that in most cultures the concept of “masculine” was identified with spirit, activity, strength, culture, rationality, light, fullness. The feminine principle was used on a par with matter, chaos, nature, passivity, weakness, emotionality, darkness, formlessness. A man is the bearer of an active, socially creative principle, and a woman acts as a passive natural force. Men and women are assigned opposite and social roles. The former are purely “instrumental”, while the latter are only “expressive”. A man is the “breadwinner”, who exercises general leadership in the family and bears main responsibility for disciplining children and family prosperity; a woman must fulfill family and household responsibilities and provide warmth and comfort at home. Already from this list it follows that we are talking not just about the distribution of functions between men and women, but also about hierarchy, the subordination of women to men.”

The famous experiment of N. Porter confirms the gender stereotypes existing in society, which gave subjects photographs of “a group of university graduates working on a research project.” “They asked them to express their opinion about which of those depicted in the photograph made the greatest contribution to this work. When the group in the photograph consisted of only men, subjects predominantly chose the one who sat at the head of the table. When the group was mixed-sex, the man who occupied this position was also predominantly chosen. But if a woman sat at the head of the table, she was ignored. Each of the men in the picture was chosen to be a leader three times more often than all three women combined. This stereotypical idea of ​​a man as a leader was also characteristic of feminists.”

Thus, the secret of success of the main mass commercial advertising products, the main goal of which is the sale of the so-called lifestyle, will directly depend, firstly, on appealing to established gender constants and stereotypes, and at the same time, patterns of perception of intergender relations that are unconscious on a conscious level men and women, a kind of “social archetype” of a person, and, secondly, on how successful or failed the potential buyer’s identification with the situation offered to him was.

From this point of view, it is absolutely unimportant how identification becomes successful - through metaphorical fantasies, or through the practical implementation of the advice proposed by researchers. The most important thing is that both the speculative “consumption” of images, in the first case, and the completely practical consumption of specific “status” goods in the second, use as the initial basis the identification dynamics that are set and constantly reproduced by advertising.

Chapter 2. Sociological study of gender stereotypes in commercial advertising (using the example of TV)

2.1Commercial advertising as a social phenomenon

Today, advertising is a part of our life, which is an important source of information about the structure of society. Advertising everywhere depicts the ideals of society before us - ideal food, ideal clothes, ideal family, ideal car, ideal cosmetics, ideal home, ideal job. The penetration of advertising into various areas of human activity is becoming more and more obvious. First of all, advertising serves as a means of communication between the manufacturer of a product and the buyer and instills in us values ​​that are new constants of a consumer society, the main link of which is instability.

In the current economic conditions the idea of ​​​​creating a unified global socio-economic system that will unite the commercial interests of all peoples is being embodied. Therefore, advertising activities, which reflect the features and nuances of national culture, are in a higher position than before.

Modern advertising can give people a lot of experience and a lot of new knowledge. Advertising can also evoke the desired public reaction to new information and solve some financial difficulties of consumers. It is also designed to solve the labor-intensive problem of how to create and stimulate demand.

The concept of advertising comes from the French language. If we talk in simple language, then advertising helps alert consumers about new products and services in various ways. Advertising testifies, on the one hand, to the complexity of the most identifiable phenomenon, on the other hand, to the presence of different points of view on its system-forming characteristics.

There are many definitions of the advertising phenomenon. The first category of definitions identifies advertising primarily as a notification, a message, showing the audience another object (phenomenon, process). Thus, in the modern encyclopedia, advertising refers to information about the needs of a product and various services with the aim of creating a need for them, and also the popularity of works of literature and art.

This definition has been criticized. The main direction of such criticism is the definition of advertising only as “information”. Thus, some advertisers believe that this definition is too narrow for advertising; the advertising message cannot be reduced only to information.

The most famous of this category of definitions is that of marketer F. Kotler:

In the Russian language dictionary edited by S.I. Ozhegov, advertising is defined as a notification in various ways to create widespread fame, attract consumers, viewers, and also as an advertisement with such a notification.

Therefore, the concept of advertising is equated with the concept of advertising activity. The corporate advertising community insists on this definition of advertising. It expresses the opinion that advertising is not advertising information (i.e. not advertising products), but a type entrepreneurial activity. In accordance with this, legislation should be aimed at regulating activities, not messages.

But it is not possible to fully accept such a position, if only because of linguistic realities. After all, such components as advertising style, advertising composition, advertising design are related not to activity, but to the intermediate result of this activity - advertising products.

Consequently, the emergence of a third, integral point of view on the definition of advertising was inevitable. This phenomenon includes both advertising activity and advertising product. One of the most famous advertising specialists in Russia, MGIMO professor Igor Yakovlevich Rozhkov, pronounced the following definition:

Let's pay attention to the following. According to communication theory, a message is the information that is received by the addressee. Therefore, the set of signs and symbols in this case is an advertising message when it is conveyed to the audience. Until this time, the ad was called the result of the designer’s professional work, writing text, film directors, cameramen. But this advertisement will be advertising when it is announced to the audience through advertising communication channels (mass media, communications, computer networks, urban space). Announcing a promotional message is an activity. It turns out that activity and message are connected and cannot exist without each other. Actually, it is natural for any communication process. In other words: advertising is the unity of two components, namely advertising messages and advertising activities. We will adhere to precisely this integral concept.

In the sociological approach, there are three paradigmatic bases: structural, interpretative and unifying (integrative).

For the structural paradigm, society is a single whole, which has its own structure and organization, subordination of parts. For the interpretative paradigm, the main criterion is the study human behavior V social environment. For the unifying paradigm, it is important to analyze phenomena through the dialectic of social structure and the individual.

We have briefly described the paradigms; now it is necessary to consider and analyze advertising within these paradigms in detail.

A social institution has its own functions:

· enables members of the institute to satisfy their interests and needs;

· organizes the actions of members of society within the framework of social relations;

· guarantees stability public life;

· provides integration of aspirations and actions;

· performs control.

Advertising as a social institution began to function at the beginning of the twentieth century. Then a set of norms and rules, structures and categories emerged that allowed this area to easily take shape. The essence was to change the process of forming individual and group ideas about a certain perfect model of social activity in the sphere of consumption, and also to present this model to society. This is indeed possible, because advertising is a certain system of normatively assigned, depersonalized roles and statuses.

There are a number of features that allow us to define advertising as a social institution:

· the need for the functions that this institution performs (these functions are participation in socialization, integration and differentiation, influence on various spheres of society, providing people with certain ideal models);

· advertising sufficiently guarantees the typification of people's consumer behavior, maintaining balance in the production-consumption system

· For an institution to work, it is necessary that the attitudes and stereotypes it introduces become the property of the individual’s inner world, his value orientations and expectations (it is under the influence of advertising that socially significant changes occur in people’s actions).

The founder of structural functionalism, T. Parsons, defined a social institution as a system of standardized expectations that determine the correct behavior of an individual performing a certain social role.

From a sociological point of view, the institution of advertising can be defined as an informal association of social authors endowed with resources and constantly reproducing their actions in various social contexts. Moreover, this reproduction is carried out on the basis of rationally made decisions, which do not exclude, at the same time, the creative and emotional component in the activities of the actors. Advertising interacts with other social institutions, can resist influences that want to destroy it, it perfectly performs a self-preserving function, advertising is flexible and agile, and can adapt well to various social changes.

Advertising conveys various opportunities to society: material, social, cultural. She forms desires and makes them satisfy them. Advertising introduces knowledge and ideas about new possibilities for improving one’s life and improving it.

Interpretive paradigm

If we consider advertising within the framework of the interpretive paradigm, then it is necessary to pay attention to the concept of J. Mead, the founder of interactionism. Here, personality and social action are formed with the help of symbols, signs; they are acquired in the process of socialization, confirmed and changed in social interaction with other participants.

A person lives in society and exchanges information with it, tries to attract attention, creates his personal image, in other words, he supplies himself with certain symbols and signs, tries to convey a signal. If there are no such symbols, then people will cease to understand each other. The main thing here is social communication.

Advertising also conveys certain codes, symbols and signs, and also conveys its information. Advertising brings people together and makes them look at this or that thing in the same way. Brands are the main assistant. They unite all products under one name, and if the brand is promoted, then they buy the product much more willingly, but if not, then people at least know what they are buying.

Sociology, which was founded by A. Schutz, the key concept is phenomenon. The phenomenon in this case is the phenomenon of awareness. A person feels the world through the senses. They cause a lot of impressions. In order to differentiate, people use their consciousness to combine all impressions into phenomena that give certain typical characteristics (phenomena). Only with a set of unified emotions can a person interact with another if they see the world in the same way. The main communication channel is advertising. It contributes to the formation of a phenomenon with characteristic features. The created phenomenon, with the help of advertising, is widespread in society and is of great importance for interaction.

For example, Jean Baudrillard looks at advertising as a message. Sending an item to a potential consumer. “Advertising acts as an intermediary, which is endowed with sacred propaganda functions. Advertising is an integral part of the consumption process. It is precisely as unnecessary,” said Baudrillard, that advertising becomes a cultural subject. This refers to both the culture of consumption and the semantic content of the culture of advertising, its symbolism and mechanisms of influence.

Baudrillard describes the mechanism of influence of advertising: “Advertising shows the consumer a world of ideal objects and invites him to join this world through the purchase of a product: it is directed towards itself, it is able to tell us best of all what exactly we consume through things,” wrote the sociologist. He introduces the concept of simulacrum - a sign that does not have a signified object in reality. Advertising “forms mythologized structures intended for social use. A situation of saturation with simulacra is impossible (you cannot get enough of signs); the task of advertising, in this regard, is to constantly maintain a situation of temptation.”

So, within the framework of the interpretive paradigm, advertising is regarded as a symbol, a sign that is used in social interaction. Advertising is also understood as a simulacrum that gradually displaces reality and takes its place, that is, it is perceived by society as reality.

Unifying (integrative) paradigm

Within this paradigm, attention must be paid to Pierre Bourdieu. His theory is based on the categories of habitus and field.

According to Bourdieu, habitus is “an acquired system of generative schemes,” i.e. those mental or cognitive structures through which they perceive, understand and evaluate the social world. In other words, a set of stable, acquired attitudes and norms. This system makes it possible to produce thoughts, perceptions, and actions, but only within those boundaries that are determined by the conditions of production of a given habitus. These conditions are formed through the interaction of objective circumstances and subjective expectations, ensuring a certain degree of homogeneity of ideas and behavior within the group.

All objective circumstances in the habitus are reduced to a differentiated position, and subjectivity leads to identity. As a result, a scheme of actions and a system of codes appears, created to maintain the unity of a differentiated position in social space. The habitus of advertising activity creates stable relationships within the framework of consumption. These relationships are aimed at creating advertising messages according to the characteristics of the audience. In practice, the habitus of advertising is those schemes through which actors in advertising strive individually or collectively to maintain or improve their position and to impose the principle of hierarchy that is most favorable to their own producers. Habitus, as it were, offers individuals schemes within which they need to present themselves, think through actions, and possible solutions.

Thus, the habitus of advertising allows us to transfer the vector of sociological research into advertising from theoretical models to the operational level, and to attach to advertising a sociological explanation of the decision-making process for influencing audiences.

The advertising message forms the habitus of the advertising audience. Here we are talking about the impact of advertising. Habitus gives rise to certain objective patterns and, within the framework of these patterns, corresponding behavior. Objective patterns create homogeneity of habit among group members, which develops certain tastes, desires and preferences.

So, P. Bourdieu’s approach has a great influence on the study of advertising and provides methodological grounds for defining it as social technology(i.e., a set of methods that allow one to achieve the desired results in problems of interaction between people), and also offers methodological prerequisites for clarifying advertising impact as a social impact. It is the integrative approach, which combines the first two paradigms, that is the most practical from the point of view of sociological analysis.

2.2Features of advertising on television

Currently, people's social knowledge can be divided into two components. The first gives the presence of all social contacts, the second is formed due to the perception of events and phenomena, messages from mass media.

Major communication becomes a source and means of expanding information. Television broadcasting as a mass communication medium has a huge impact on all spheres of society. The field of television is part of the social space in which it represents itself. Being a magical window through which a person receives information about the world that goes beyond the limits of individual experience, television forms a picture of the world that underlies our personal assessment of reality.

Television broadcasting, as mass communication, has the following features:

· public character and openness;

· indirectness of contacts between the transmitting and receiving parties;

· asymmetry (imbalance) of the relationship between the transmitting and receiving parties;

· many recipients.

Without a doubt, each means of mass communication has its own specifics associated with the set of codes used. Much depends on the specific language of the mass media. Television uses video images, graphics, and sound. The specificity of television information lies precisely in its synthesized nature. Television has absorbed the opportunity to combine radio and cinema. From radio, television inherited the ability to transmit wave signals over long distances. This signal simultaneously carries audio and video information.

Television, due to the specificity of combining verbal and visual information in the form of an electronic signal, transmits speech and image in such a way that the viewer receives only a fragmentary, mosaic view of the event. Canadian mass communication researcher. To get a holistic view of the event from this mosaic, the viewer must be fully involved in the process of television communication. The television image requires us to fill the gaps in the grid every moment with convulsive sensual participation. Therefore, television advertising is a more aggressive and actively involving viewers than, for example, advertising on the radio or in newspapers. Television is difficult to use in the background and requires complete immersion. This is where the persuasive effect of television advertising comes from.

As noted earlier, an advertising film, like no other type of advertising, allows you to simultaneously use the most effective types of information: a moving color image, music, voiced text. It is no coincidence that when they say “advertising”, the first thing that comes to mind for most people is television commercials - spots (from the English Spot - dot).

1)concept development (formulation of an original idea, definition of execution technique: feature film, puppet or hand-drawn animation, animation);

2)creating a script (dialogues, tricks, mottos can be written separately);

3)casting and crew selection;

4)shooting;

5)installation;

6)dubbing;

7)rewrite;

The concept is born through the efforts of the author, art group and creative director. But the idea may also belong to the advertiser, which happens quite often. If the concept of previous videos turned out to be successful, then it makes sense to use it again.

In principle, a promotional film can be of any length. Typically, the purpose of a full-length advertising film is to establish the image of the company or its, most often, management personnel. Films dedicated to advertising technically complex industrial goods or innovative technologies. Lasts up to five minutes commercials mail order companies, designed for immediate response from the buyer. However, the most common are commercials lasting 30-60 seconds. There are also blitz videos - up to 15 seconds. Their purpose is to remind the name of a company or product, to demonstrate an advertising slogan or emblem.

The main requirement for an advertising video is functionality, that is, the ability to fulfill the task assigned to the advertisement. This is not a work of art; when creating it, other criteria must be taken into account, the main one being commercial effectiveness. In order for modern ideas, values, social norms have been internalized by individuals, they must be presented on television. It is not only a magical window through which we look at the world, but also a door through which ideas enter our consciousness. Television advertising, as the most influential means of such mass communication, has a special property that makes it very convenient for propaganda, which is essentially the imposition of evaluative criteria and a reference frame of reference.

2.3Own sociological research “Gender stereotypes in modern advertising”

1.Theoretical and methodological part of the program

1.1.Selection and justification of the problem

The problem of my research lies in the insufficient knowledge of gender stereotypes as an important element of commercial advertising, in determining their specificity and the phenomenon of the influence of gender stereotypes on consumers.

Justification of the problem

We have all known for a long time that the media and, specifically, advertising, have a huge impact on the psyche and behavior of consumers. Through advertising, people form stereotypes and patterns of behavior in family relationships, in relationships between men and women, relatively appearance men and women, etc.

Because of this, we then form self-esteem, our perception of the world around us and this world’s perception of us as individuals, we form opinions regarding all aspects of social life and behavior in various situations, that is, we develop a certain “pattern” of behavior in all situations. This is why it is important to study gender stereotypes, as people always strive to conform to them. This is explained by social pressure on people (we are forced to all adapt to the standards of expected behavior) and informational pressure (often we rely not on our experience, but on generally known information that others provide us).

The relevance of this topic lies in the fact that the success of any business in conditions market economy depends not only on the quality of the product or service but also on the success of the advertising company. The analysis of gender stereotypes in advertising has not only theoretical, but also practical significance.

1.2.Object and subject of research

The object of my research is residents of the central part of Russia (men and women aged 18 to 50 years).

The subject of the study is people’s attitude to the phenomenon of “gender stereotypes”. I also wanted to study the specifics of this concept and the conditions of its formation, determine the influence of gender stereotypes on the opinion of consumers in commercial advertising and find out the most advantageous images of men and women in advertising, which people give the greatest preference to.

The sample consisted of 105 people. Research method: questionnaire survey.

1.1.Purpose and objectives of the study

The purpose of my research is to determine the specifics of the “gender stereotype” and study the features of gender stereotypes in advertising.

Objectives of my research:

1.Consider the basic concepts of gender psychology

3.To study the phenomenon of the influence of gender stereotypes on consumers

4.Analyze advertising as a social phenomenon

5.Identify the main features of television advertising

6.Analyze consumer attitudes towards the concept of “gender stereotypes”

1.4.Research hypotheses

1.In an advertising video, everyone is primarily attracted to the product.

2.Most respondents prefer to see a woman in advertising.

3.The most effective advertising channel is TV.

4.People like to see in advertising a successful man, fit with a great job, rather than an ordinary family man.

5.People most often buy those products that they often see in advertising.

6.People like it when show business stars star in advertisements; this immediately makes the product more prestigious than similar ones.

1.5.Logical analysis of concepts

Marketing is an organizational function and a set of processes of creating, promoting and providing a product or service to customers and managing relationships with them for the benefit of the organization.

Sex is a set of genetically determined gonadal-histological, anatomical and morphofunctional characteristics of an organism, summarizing all its various specifically reproductive (sexual) characteristics that distinguish it from representatives of the other biological sex of a given type of organism and determine its role in the process of fertilization during sexual reproduction.

Gender is social sex (male or female), which is associated with the characteristics of the life of men and women in society.

Gender psychology is a section of differential psychology that studies the patterns of human behavior in society, determined by his biological sex, social sex (gender) and their relationship.

Gender display is a culturally determined and socially determined variety of manifestations of gender at the level of interpersonal communication; the main mechanism of gender creation in the process of face-to-face interaction.

Gender stereotype is a common idea in society about the characteristics and behavior of representatives of different genders, primarily men and women.

A questionnaire survey is a type of survey method in which communication between a sociologist (researcher) and a respondent is mediated by a questionnaire.

Consumer behavior is the process of forming consumer demand for various goods and services.

The media is a system of bodies for the public transmission of information using technical means.

Lifestyle - A set of patterns of behavior of an individual or group (sustainably reproduced traits, manners, habits, tastes, inclinations), focused primarily on everyday life.

Social field is a set of interacting social. factors influencing the behavior of an individual or group.

Advertising communication is a message encoded in sound, color, text, addressed to potential consumers of a product or service, as well as a response to it. It is not for nothing that advertising is believed to have a huge influence on people.

Femininity is a set of qualities traditionally attributed to women or expected from women, such as sensitivity, tenderness, gentleness, sacrifice, compassion.

Musculinity is a complex of bodily, mental and behavioral characteristics (secondary sexual characteristics) considered masculine.

1.6.Officialization of concepts

2. Methodological part of the program 2.1. Help on aerobatics

During the pilot, 15 people aged from 18 to 55 years of different social strata were interviewed. Thanks to this, we were able to identify some shortcomings of our questionnaire. In questions 5 and 6, the line “other” was added. Questions No. 9 and No. 10 were clarified. They also added additional characteristics to determine the most advantageous image for both men and women.

In the socio-demographic block, in the question about education, we added “other”. Having thus completed the shortcomings, we believe that our questionnaire is ready to be presented to respondents.

2.2.Analysis of the results of a sociological survey

Table 1 Are you familiar with the concept of “gender stereotypes”?

Answers, number of peopleShare, %Yes6965.7No2826.7Difficult to answer87.6

According to the data obtained, we can conclude that the majority of respondents are familiar with the concept of “gender stereotypes” and understand what it is. This suggests that people are aware of the impact of advertising on them.

Answers, number of people Share, % Yes 76.7 More likely yes than no 5249.5 More likely no than yes 3432.4 No 109.5 Difficult to answer 21.9

The majority of respondents honestly answered that they were influenced by advertising, which indicates that advertising is a powerful marketing tool. And thus, we can confirm hypothesis No. 5, which says that people pay attention to advertised products and buy them first - which means advertising influences the choice of purchase.

Answers, number of people Share, % Motor transport 1211.4 Clothing and footwear 2120 Accessories 11 Medical products 21.9 Services 54.8 Food 2019 Household chemicals 98.6 Cosmetics and perfume 2120 Sports. Products65.7Other87.6

The majority of respondents answered that they equally pay attention to advertising of clothing and shoes, as well as cosmetics and perfumes, I think this is due to the fact that the majority of those I surveyed are female audiences; the answer that became no less popular was that products are because of a biological need in humans - in this case, hunger always requires its satisfaction.

1question - What do you think is the main difference between Russian advertising and foreign commercials? This was an open question and the most popular answers were: foreign advertising is more creative, our videos are simple and more aggressive; Our advertising is technically inferior to foreign commercials; and our commercials are intrusive; in foreign advertising, the actors and location of the action are better selected. In our country, most often the plot unfolds in an “average” setting.

Table 4 What attracts you most in advertising?

According to the data obtained, it turned out that hypothesis No. 1 was not confirmed, respondents most often pay attention to the plot of the video, therefore, we can conclude that advertising at this stage of its development still needs to be worked on so that people remember the products, since This is very important for a successful marketing strategy of any enterprise.

Number of people Share, % Laconic and accurate 1413.3 Vivid and memorable 1716.2 Humorous 87.6 With an interesting plot 1615.2 Informative and convincing 4744.8 Other 32.9

Respondents considered the main advantage of advertising to be informative and persuasive. After all, the advertising message must clearly indicate the advantages of the product and service, why it is necessary, with strong arguments in favor of convincing respondents to make a purchase. Many also felt that advertising should be bright and memorable and contain a dose of humor, as this helps consumers treat the brand with a degree of friendliness and trust. They are easier to perceive and more pleasant to see on screens, as they help people relax. In the “other” answer, respondents indicated that the video should be informative, persuasive and with a bit of humor.

Number of peopleShare, %Wife65.7Mother2221Housewife21.9Businesswoman1312.4Sexy woman2321.9Young girl3634.3Other32.9

The majority of respondents answered that they were more pleased to see a young girl in advertising. I think this is due to the fact that the image of a girl reminds them of a daughter, friend, sister, and it seems that such a hero is not deceiving when he talks about the benefits of this or that product. The images of a mother and a sexy woman were also noted - a mother can give the necessary and correct advice, she seems to know how to always do better, and a sexy woman simply attracts the attention of the audience with her appearance, symbolizes the success of a man, if 2 heroes are filmed in an advertisement . The wife and housewife are already quite “clichéd” images, so few respondents answered in favor of them. The image of a business woman scored the average, but this is a specific character and should not be used in all industries.

Number of people Share, % Husband 1110.5 Father 1413.3 Athlete 2422.9 Seducer 76.7 Businessman 2725.7 Young guy 1817.1 Other 43.9

Hypothesis No. 4 was confirmed, people are more pleased to see a successful (businessman - 27 people) and athletic man (athlete - 24 people) than an exemplary family man. The husband and father received approximately the same number of votes; these are also standard images that very often flash on screens. The image of the seducer, oddly enough, collected a small amount of votes, I think this is due to the fact that they are relevant now family values and healthy lifestyle. The young guy got a little more votes, and this is also a specific image that is appropriate to use in sports advertising. Products for example.

2Question - Which image is more effective to use in advertising a detergent? An open question, the most popular answers were housewife, superhero and family. Thus, hypothesis No. 2 is partially confirmed by this question.

Number of peopleShare, %Male87.6Woman2120Couple2120Couple with children3331.4Multi-generation family1312.4Other98.6

It is more pleasant for respondents to see a couple with children in advertising, but the answer option woman and couple received an equal number of responses, which once again confirms hypothesis No. 2, that a female image is most effective in advertising. If you use just a couple - a man and a woman - then they will not be so effective in advertising products, which is what most respondents pay attention to first. A multi-generational family did not receive many votes, this suggests that not all families have preserved such a way of life where all several generations live together or at least communicate very closely. This is primarily due to the breakdown of communication between grandparents and their grandchildren.

People most often watch and trust advertising on TV. Thus, hypothesis No. 3 is fully confirmed. On this moment, television advertising is the most effective means promotion of goods and services. Internet advertising is gaining popularity, but it cannot yet cover a huge target audience, since older people practically do not use computers. Outdoor advertising helps in promoting products, but only if there is another advertising channel. Press advertising is becoming less and less popular as sales of magazines and newspapers have declined markedly.

Table 10 Do you pay attention to the age of the characters?

Number of peopleShare, %Yes4744.8No4139Difficult to answer1716.2

The respondents' opinions regarding the age of the characters in commercials were practically divided. But we can say that the majority still pays attention to this factor. I think it depends on the specific product being advertised.

Table 11 Characters of what age are most often found in advertising?

Number of peopleShare, %Children11Adolescents00Boys and girls2725.7Men and women7167.6Elderly people21.9Other43.8

In questions 14 and 15, I used the classification of David Kibbey (American psychologist and fashion historian). In 1980, he wrote the book “Metamorphoses,” in which he described his system of appearance types. According to his theory, all people can be divided into certain types and, using examples of famous people, the author demonstrates how people can more advantageously express their essence and emphasize their natural characteristics. So, the author highlights: - straight physique; extremely sharp bone structure; very straight narrow facial features (small eyes, thin lips, sharp nose and chin, high cheekbones and sunken cheeks). - soft and feminine physique; rounded bone structure (perhaps a little wide or full); very rounded, full facial features (large eyes, full lips, soft and slightly full nose and chin, lush cheeks). - symmetrical physique; conical, even bone structure (neither too sharp nor too full); very regular, evenly spaced facial features (symmetrical eyes, straight lips, chiseled nose and jaw - but not too sharp, and medium cheekbones). - sharpness of the Dramatic type and balance of the Classic type. Straight and slightly muscular build; angular but slightly broad bone structure; angular, slightly wide facial features with blunted angles (wide-set eyes, large straight lips, slightly wide or blunted nose and chin, moderately angular cheekbones leaning towards breadth) - in this type there is a combination of opposites. The Gamine is petite in size but has rounded facial features, a straight and narrow build and a sharp and narrow bone structure.

Since in these questions I have photographs and I chose them according to these types. The most attractive type for women was Dramatic, and for men - Classic.

16Question - Which product advertisement do you remember most?

The majority of respondents answered that they remembered the advertising of sports shoes, in particular NIKE sneakers, and also noted the advertising of Coca Cola and mobile operators (Beeline and MTS). This suggests that our advertising has “taken a course” towards our Western colleagues and is becoming more interesting and creative, which is very pleasing.

Socio-demographic block

17question - gender of respondents. The following were interviewed: women - 77 people (73.3%), men - 28 people (26.7%).

18question - the age of respondents is from 18 to 55 years.

19The question is the level of education among the respondents: secondary - 9 people, vocational secondary - 7, incomplete higher education - 54 people, higher education - 32.

20The question was about the marital status of the respondents. Single/single - 85 people, married/married - 16 people, separated/divorced - 4 people.

2.3.General conclusions

Drawing a connection between gender stereotypes of people and the goods they buy, it was found that women are interested in those goods that men are not at all interested in or are interested in to a lesser extent. Modern consumers show a preference for masculinized behavior patterns, while traditional ideas remain a priority when it comes to the appearance of men and women. Today, social expectations “impose” a “double standard” on a woman: traditional requirements for appearance (emphatically feminine and sexy), for behavior towards a man (caring, helpful, recognizes his dominance) and at the same time - “an active position in life" ( material support family, etc.) and the presence of such qualities (traditionally “male”) as self-confidence, independence, education, etc.

We can say that in the mass consciousness some changes are taking place in the socially accepted division of certain character qualities into “feminine” and “male.” Sometimes “traditionally masculine” qualities are encouraged in women (independence, activity, confidence, assertiveness, etc. - the image of a business woman has increasingly become used in advertising), and in men – “traditionally feminine” qualities (kindness, emotionality, responsiveness, - in advertising, husbands and fathers are often portrayed as simple-minded “close-minded”). However, in most commercials, the woman primarily plays two roles: mother and housewife and sex object. A woman herself, for the most part, does not have the slightest significance; she is a product of male perception, that is, a projection of those feelings that she is able to inspire in a man, encouraging him to act one way and not another. Women, for the most part, do their best to support their role as a sex symbol, trying to attract attention and please a man.

Thus, the human body is actively used in advertising. The main criterion when selecting actors for advertising is sexual attractiveness. This is due to the fact that instinctive associations are the most direct path to a person’s heart, but even in this vein, there are trends towards changes - in my study, the majority of respondents preferred the image of a young girl.

The male image is exploited less often than the female one, since the level of testosterone in men is higher than in women, therefore, the reaction to sexual stimuli is more pronounced. In addition, men are mostly polygamous and react to any sexy woman, which simplifies the selection of a female model. Monogamy of women complicates the choice of an actor, since in this case you need not just a sexy man, but a generally recognized sex symbol, who, moreover, has a reputation as an inaccessible, and therefore more desirable, man (so in my research, most people chose David Beckham, so how he is a family man, an athlete, a sex symbol and inaccessible to the majority).

In general, the goal set during the study, namely to find out the influence of gender stereotypes in advertising on human behavior and tasks, was fulfilled by me.

And we can conclude that in order for a brand’s advertising and advertising campaign to be most effective, it is necessary to take into account gender characteristics of perception.

Conclusion

In the course of our work, we found out that the phenomenon of “gender stereotype” is a complex and multifaceted system. Being almost the dominant conductor of social values ​​among people, gender stereotypes integrate in their content political, social, cultural, historical, spiritual, moral and other numerous components. They are the ones who socialize the younger generation, are the transmitter of the pattern of relationships between people, and through them are promoted socially significant values ​​and attitudes in society and it is they that help people assimilate previous experience. It is no coincidence that gender stereotypes, and with them commercials, are being tested, since with the help of advertising it is possible to manipulate people’s consciousness.

Gender stereotypes are part of the system of gender psychology, which in turn combines concepts such as gender socialization, the psychology of gender relations, comparison of the psychology of men and women, and others. Domestic and foreign scientists have made a significant contribution to the formation of gender psychology, the development and research of the phenomenon “ gender stereotypes." Today, there has been great progress in the development of theories, conceptual and categorical apparatus, and practical recommendations for improving advertising activities not only from the psychological and economic side, but also from the legislative side. This helps to give fundamentality and strengthen the integrity of the concept of “gender stereotype” in the field of sociological knowledge.

A gender stereotype is an integral attribute of self-awareness, everyday thinking and interaction of people in social space. When analyzing the concept as a special subject of sociological reality, the following are studied: the features and foundations of gender psychology, the nuances of the formation of gender stereotypes and the degree of their influence on consumers when perceiving an advertising message.

Also, we found out that advertising is an integral part of both our society and our consciousness. Modern advertising is an extremely complex and multifaceted phenomenon that continues to develop and change under the influence of new economic, political, sociocultural and technological conditions.

In the sociological approach, there are three paradigmatic foundations of advertising: structural, interpretative and unifying (integrative). Within the framework of the structural paradigm of sociology, advertising is interpreted primarily as an instrumental social institution. Within the framework of the interpretive paradigm, advertising is regarded as a symbol, a sign that is used in social interaction. Advertising is also understood as a simulacrum that gradually displaces reality and takes its place, that is, it is perceived by society as reality. The integrative approach, which combines the first two paradigms, is the most practical from the point of view of sociological analysis. In this paradigm, advertising is viewed as a social technology.

Television broadcasting as a mass communication tool has a powerful influence on all aspects of society. Television helps to form the basis of perception, a general cultural worldview, with the help of which an individual in modern society interprets and organizes information. Today, television advertising is the most effective and impressive means of advertising. Advertising - directly or through imagery - shows us the differences between men and women and forces society to conform to gender roles in order to avoid social censure, therefore it becomes relevant to study people's perceptions of gender attitudes in television advertising, because they have a fairly strong impact on the audience.

In the course of the study, we found that the majority of respondents are familiar with the concept of “gender stereotype” and are aware of the influence of advertising on their lives. Respondents also believe that in our advertising “behavior models” are shown in a more aggressive and less creative form than in foreign ones videos. The majority of respondents answered that they were pleased to see a family with children on the screen, and this already speaks of political guidelines aimed at increasing the birth rate in our country. First of all, people pay attention to the plot of the advertising video, and then to the product and service that promoted by advertisers. We can conclude that this is how consumers internalize currently popular social norms, so it is important to take the selection of advertising images seriously so as not to undermine established stereotypes.

Thus, based on the results of the study, we can conclude that people are under the constant influence of social and gender attitudes that convey patterns of relations between the sexes, standards of appearance and “ideal” character traits inherent in men and women, and this sometimes limits opportunities for self-realization personality. Individuals attribute to each other those traits that they consider characteristic of a given gender, but often they do not correspond to reality. This happens because of the stereotyped, generally accepted way of thinking that people have developed in the course of their lives. In order to change the gender-stereotyped situation in society, we need fruitful and fundamental work with the consciousness of each individual. This is a complex and lengthy process, but extremely necessary for the prosperity and rapid development of society and the public.

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gender socialization mainly analyzes the role social institutions in the gender-role development of boys and girls, men and women. The main concepts are gender roles and the adequacy of their fulfillment. The main research methodology of such gender psychology is the sex-role approach, within the framework of which female and male roles are recognized as equivalent, although different in content. The initial basis is the implicit recognition of the biological determinism of roles, reliance on the psychoanalytic idea of ​​​​the innateness of the masculine or feminine principle in a person. When analyzing the determinants of gender differences, both biological and sociocultural factors are considered, and all sociocultural influences are determined by the conditions of gender socialization. The bulk of research related to the field of gender psychology is characterized by a single methodological technique, which consists in identifying two groups of subjects of different sexes and diagnosing specific psychological characteristics in order to compare them with each other. In this case, traditional psychological methods and techniques are used. The overwhelming number of domestic gender-oriented studies can be classified in this group. Most scientific work is not focused on studying the problems of social inequality between the sexes generated by the process of gender socialization. The works of psychologists do not reflect the most significant problems for gender theory, such as: the nature of sexual differences, the assessment of psychological differences between the sexes and their dynamics, the influence of these gender differences on individual life path person and the possibility of personal self-realization. Promising research within the framework of gender psychology should be recognized as research aimed not at finding differences in psychological characteristics and the behavioral characteristics of men and women, and to search for their psychological similarities; focused on the study of productive strategies and tactics of behavior of men and women in overcoming traditional gender stereotypes, as well as on the analysis of personal prerequisites for the successful self-realization of women in the professional sphere, and men in the family sphere. All this can be realized subject to a reorientation to other methodological foundations for the development of this field of knowledge, that is, when the methodology of the sex-role approach does not become dominant for gender psychology. In the meantime, the development of gender psychology will be characterized only by the accumulation of facts without the possibility of their generalization and structuring into new conceptual models and schemes

1.1 Concept of sex and gender Gender (sex) is a systemic set of biological properties that distinguish a man from a woman. Gender (English gender, from Latin gens - genus) - social sex, socially determined roles, identities and spheres of activity of men and women, depending not on biological sexual differences, but on the social organization of society. Gender is one of the most complex and polysemantic scientific categories. First of all, this concept denotes a set of mutually contrasting generative (from the Latin genero - I give birth, I produce) and associated characteristics. Sexual characteristics are not the same in individuals of different species and imply not only reproductive properties, but also the entire spectrum of sexual dimorphism (from the Greek di- - twice, twice, and morphe - form), that is, differences in the anatomical, physiological, mental and behavioral characteristics of individuals of a given species depending on gender. Moreover, some sexual differences are contrasting and mutually exclusive, while others are quantitative, allowing for numerous individual variations. For a long time, the gender of an individual seemed monolithic and unambiguous. However, in the twentieth century. It turned out that sex is a complex multi-level system, the elements of which are formed at different times, at different stages of individual development (ontogenesis). According to the scheme of the American sexologist John Money, the primary link of this long process is chromosomal (genetic) sex (XX - female, XY - male) is created already at the moment of fertilization and determines the future genetic program of the organism, in particular, the differentiation of its gonads (gonads) - gonadal sex. The initial embryonic gonads are not yet differentiated by sex, but then the H-Y antigen, characteristic only of male cells and making them histologically incompatible with the immune system of the female body, programs the transformation of the embryonic gonads of the male fetus into testes; The rudimentary gonads of a female fetus automatically develop into ovaries. The presence of testicles or ovaries is called gametic sex (from the Greek gametes - spouse). This differentiation generally ends already at the 7th week, after which special cells of the male gonad (Leydig cells) begin to produce male sex hormones (androgens). Under the influence of these embryonic androgens (the hormonal sex of the embryo), the formation of the corresponding, male or female, internal reproductive organs (internal morphological sex) and external genitalia (external morphological sex, or genital appearance) begins. In addition, the differentiation of neural pathways, certain parts of the brain that regulate sex differences in

behavior. After the birth of a child, biological factors of sexual differentiation are supplemented by social ones. Based on the genital appearance of a newborn, its civil gender is determined (otherwise it is called passport, obstetric or ascriptive, i.e. assigned, gender), according to which the child is raised (sex of upbringing). An important role in this case, both in the child’s self-awareness and in the attitude of the people around him, is played by the general layout of his body and appearance, the extent to which it corresponds to his civilian gender. During puberty, according to a signal coming from the hypothalamus and pituitary gland, the gonads begin to intensively produce the corresponding, male or female, sex hormones (pubertal hormonal sex), under the influence of which the adolescent develops secondary sexual characteristics (pubertal morphology) and erotic experiences (pubertal morphology). eroticism). These new circumstances are superimposed on the child's past life experiences and his self-image, as a result of which the final gender and sexual identity of the adult is formed. Thus, the initially bipotential embryo becomes male or female not automatically, but as a result of a successive series of differentiations, each of which is based on the previous one, but brings something new. Each stage of sexual differentiation corresponds to a certain critical period when the body is most sensitive to these influences. If the critical period is somehow “missed,” then the consequences are mostly irreversible. In this case, the so-called Adam’s principle (additionality of masculine differentiation) operates: at all critical stages of development, if the body does not receive any additional signals or commands, sexual differentiation automatically proceeds according to the female type; to create a male, at each stage of development it is necessary to “add” something that suppresses the feminine principle. A person is not born a man or a woman, but becomes one, and social and cultural factors play an important role in this process. Moreover, differences in the social behavior of men and women are not limited to biology. With the involvement of women in social production activities and education, the usual “sexual division of labor” ceased to look universal. It turned out that men and women can equally successfully perform a variety of jobs, and changing the nature of the activity inevitably affects their psyche and self-awareness. This led to changes in the language of science. In the first two decades of the twentieth century. The few studies of the psychological characteristics of men and women were usually subsumed under the heading of “psychology of sex,” and “sex” was often identified with sexuality. In the 1930s–1960s, the “psychology of gender” was replaced by the “psychology of sex differences”; these differences were no longer reduced to sexuality, but more

Some were considered innate, given by nature. In the late 1970s, as the range of psychological phenomena studied expanded and biological determinism weakened, the term was replaced by a softer term, “sex related differences,” and it was assumed that these differences could have no biological basis. Social sciences, primarily sociology and anthropology, developed in the same direction. For a long time, the social aspects of relationships between men and women were described in such concepts as “gender role”, “gender role expectations”, “gender identity”. These terms clearly stated that we were not talking about natural, but about social relations, norms, etc. But the adjective “sexual” carried with it a long trail of unwanted, outdated meanings. First, “sex” and its derivatives are associated with sexuality, although many, even clearly biological, processes and relationships are not associated with it. Secondly, this terminology, wittingly or unwittingly, assumes that sociocultural differences between men and women are only a superstructure over, a form of manifestation or a way of formalizing the fundamental, basic, universal differences caused by sexual dimorphism. As they said in the 19th century, anatomy is destiny. To get rid of these associations and overcome biological reductionism, scientists introduced the concept of gender into science. IN English language this word denotes grammatical gender, which has nothing to do with gender. Some languages, such as Georgian, have no grammatical gender at all. In other languages ​​(such as English), this category applies only to animate beings. Thirdly, as in Russian, along with masculine and feminine, there is a neuter gender. The grammatical gender of a word and the gender of the creature it denotes often do not coincide. The German word “das Weib” (woman) is neuter; in many African languages ​​the word “cow” is masculine, etc. In science, this word is obviously artificial. In psychology and sexology, gender is used in in a broad sense, referring to any psychological or behavioral properties associated with masculinity and femininity and supposedly distinguishing men from women (formerly called sex properties or differences). In a narrower and stricter sense, gender refers to “social sex”, socially determined roles, identities and spheres of activity of men and women, depending not on biological sex differences, but on the social organization of society. At the same time, disciplinary differences remain: psychologists, as a rule, discuss the properties and characteristics of individuals, specific men and women, while sociologists and anthropologists talk about gender order, gender stratification of society, gender division of labor and others

social functions, gender power relations, etc. The last aspect of the problem is especially emphasized by feminist theorists. Although scientific terminology is not yet fully established, so that the words “gender” and “sex” and their derivatives are sometimes used as synonyms, their distinction is of fundamental importance. According to the figurative expression of the American anthropologist Catherine March, sex is to gender as light is to color. Sex and light are natural physical phenomena that can be measured objectively. Gender and color are historical, culturally determined categories with which people group certain properties, giving them symbolic meaning. Although the physiology of light perception among people is more or less the same, some cultures and languages ​​terminologically distinguish only two or three, while others - several dozen or even hundreds of colors. This has its own social causes and consequences. Since gender is not a natural given, but a social construct, it presupposes self-awareness and self-determination. Gender identity is a basic, fundamental sense of belonging to a certain sex/gender, awareness of oneself as a man, a woman, or a being of some other, “intermediate” or “third” gender. Gender identity is not given to an individual automatically at birth, but is developed as a result of the complex interaction of his natural inclinations and corresponding socialization, “typing” or “coding”. An active participant in this process is the subject himself, who accepts or rejects the roles and behavior models offered to him. There may even be cases of “recoding” or “resetting” gender identity from male to female or vice versa; colloquially this is called reassignment or gender reassignment. A condition when an individual cannot accept the gender status of a man or a woman given to him on the basis of his anatomical sex and experiences acute dissatisfaction with it is called gender identity disorder (GID). Ethnographic data also speaks about the “removability” of gender identity: many cultures not only recognize the presence people of the “third gender”, but also create special social niches and identities for them. To describe these complex processes, additional scientific categories are needed. Gender role refers to the normative prescriptions and expectations that the corresponding culture places on “correct” masculine or feminine behavior and which serve as a criterion for assessing the masculinity/femininity of a child or adult. Examining young children, scientists pay attention to such points as the child’s judgments about his gender identity (who he considers himself or would like to see), games with dressing up in clothes of the other sex, choice of toys, preference for peers of the same or opposite sex, choice of roles in imaginary games, motor and speech characteristics, love of

power romp, etc. In older children, gender roles become more complex. At the same time, neither gender roles, nor, especially, behavior oriented towards them are necessarily unambiguous and rigid. They always contain elements of play and theatrical performance. This is referred to by such terms as “gender display”, “doing gender”, “gender performance”. When interacting with other people, an individual presents to them a certain image, “portrays” a man, a woman or a being of an indeterminate gender, using clothing, gestures, and manner of speech. Certain ideological conclusions follow from this: the gender division of labor and the norms of male and female behavior do not universal, but historically changeable, they can and should be treated critically. The use of certain terms depends on the context. When discussing biological processes and interspecific properties, it is quite appropriate to talk about sex and sexual dimorphism, and the expression “sexual dimorphism of parental upbringing strategies” sounds incorrect; it would be more accurate to use the term “gender differences.” 1.2 Gender stereotypes Today, processes of democratization and humanization are taking place in our society, contributing to the creation of equal opportunities for personal fulfillment, regardless of social origin, status, nationality, age and gender. True humanization also involves overcoming stereotypes that have dominated women for centuries and establishing gender equality in all spheres of public life. It is the stereotypes of mass consciousness that are the most powerful barrier in establishing gender equality in our society. So, what are stereotypes in general and gender stereotypes in particular? A social stereotype is a schematic, standardized image or idea of ​​a social phenomenon or object, usually emotionally charged and highly stable. Expresses a person’s habitual attitude towards any phenomenon, formed under the influence of social conditions and previous experience; component installations. Stereotypes are synonymous with preconceived notions and false images. Gender stereotypes are internal attitudes regarding the place of men and women in society, their functions and social tasks. Stereotypes are the most difficult obstacle to overcome in creating fundamentally new relationships in society and the transition to a qualitatively new democratic state.

The peculiarity of stereotypes is that they penetrate so firmly into the subconscious that it is very difficult not only to overcome them, but also to realize them at all. Speaking of stereotypes, we can draw an analogy with an iceberg, only a small part of which is on the surface, which makes it extremely dangerous and destructive. Stereotypes have an equally detrimental effect on all areas of our lives and, especially, on relationships with others. They are barriers to our happiness. We are all, to a greater or lesser extent, their hostages. Stereotypes are individual or mass. Stereotypes of mass consciousness are the greatest barrier to establishing equal positions for women and men in the political, economic and cultural spheres– gender equality. So, what are the main gender stereotypes of mass consciousness? Stereotype No. 1 – “A woman’s job is housekeeping and education.”children." The so-called theory of Nietzsche's three Ks (A woman's lot is children, kitchen and church). A characteristic feature statements of political theorists of the past is a rather negative assessment of the ability of women to think in the interests of the common good and public good. An extremely comfortable and favorite position for the vast majority of modern men. This stereotype has penetrated so firmly into the male consciousness that women who are trying to realize themselves in social work or business, constantly face pressure. It takes a lot of strength to overcome caustic remarks, sarcastic glances and outright opposition from male colleagues. So, men make careers, realize themselves as individuals and public figures. And we are raising common (please note) children, and running a common (please note again) household, while also working in unpromising, low-paid positions. We are still perceived more as dolls and housewives, and more like individuals. We are listened to, but rarely heard. Men continue to cling to patriarchal relationships and dominate in all positions. Stereotype No. 2 – “Decision making is a man’s business or “Be quiet,woman, your day is March 8th.” Despite the fact that women make up most population, they continue to remain excluded from the decision-making process. Today, only 4% of parliamentarians are women. Here Ukraine found itself behind Kazakhstan, where the number of women parliamentarians is 10%. There are no women governors at all. Only one woman holds the post of minister. So, men make decisions, and women are forced to accept their consequences. Is this fair? The laws of Hammurabi, adopted by the king of Babylon in the 18th century BC, stated: “A woman must constantly be dependent on her men due to her own stupidity: a father in childhood, a husband in maturity and a son in old age.” How many centuries have passed, but how little has changed! Even today social

relations between people of different sexes (men and women) are of an authoritative nature and are implemented in society through a system of institutions of power, the totality of which is defined by the concept of “patriarchy”: a type of relationship in which men occupy a dominant position, and the interests of women are subordinate to the interests of men. However, gender studies , and in particular, research by the American scientist Carol Gilligan has shown that women’s way of self-perception is significantly different from men’s. While men perceive themselves as separate, autonomous beings, women tend to perceive themselves as interconnected beings. This is especially clearly expressed in the differences when women and men make moral decisions. First, women express more moral attitudes toward others, while men emphasize formal, abstract rights; the typical woman is able to focus on her rights if it helps her strengthen fragile but very meaningful human connections. Second, when making moral decisions, women demonstrate a perspective that includes consequences for everyone involved with those actions. Men generally demonstrate the point of view that principles must be followed, even if it hurts. Thirdly, women are more inclined to forgive insults, while men do not change their attitude, since this is contrary to justice. And finally, women, as a rule, interpret their choice in the context of relationships with others, while men abstract it from the circumstances. I think that the above factors are proof that patriarchy is by no means the best scheme for building social relations. So, will our society lose or gain if women are more involved in the social and political life of the state? Stereotype No. 3 – “A woman without a man is an inferior member.”society." A very firmly rooted stereotype. “A decent woman should get married, have children and be like everyone else.” A favorite folk stereotype (please note, not folk wisdom). It follows that if a woman is divorced or single, her integrity is automatically called into question. We forget that the fate of each person is unique and inimitable, and each person is a self-sufficient person in himself. Isn't it time for us to reconsider the standards and criteria established by who knows when? Stereotype No. 4 – “A man is stronger in every way andfitter than a woman." However, the cruel realities of the 20th century proved the opposite. Wars, famines and revolutions showed that women turned out to be more resilient than men. They survived such blood loss that men would inevitably die. More women than men survived besieged Leningrad. And today the female eyelid is longer, women are less likely to

Introduction For centuries, people have developed stereotypical ideas about the image of a man and a woman, which still apply to all representatives of one gender or another, regardless of their individual characteristics and age. These stereotypes concern both the personality traits of men and women, as well as the characteristics of their behavior. J. McKee and A. Sheriffs (J. McKee, A. Sheriffs, 1957) came to the conclusion that the typical male image is a set of traits associated with a socially non-restrictive style of behavior, competence and rational abilities, activity and efficiency. The typically feminine image, on the other hand, includes social and communication skills, warmth and emotional support. In general, men are attributed more positive qualities than women. At the same time, the authors believe that excessive accentuation of both typically masculine (male) and typically feminine (female) traits already acquires a negative evaluative connotation: the typically negative qualities of a man are considered to be rudeness, authoritarianism, excessive rationalism, etc., for women - formalism, passivity, excessive emotionality, etc. It was also discovered that men demonstrate much greater consistency in relation to typically masculine qualities than women do in feminine ones. Purpose of this work: To analyze gender stereotypes in society. Objectives of the work: 1. Consider gender stereotypes and their negative role in society. 2. Study social ideas about the purpose of men and women in society. 3. Analyze feminism as a movement of women for their rights.

1. Gender stereotypes and their negative role in society1.1 Formation of gender stereotypes J. Williams and D. Best (1990) asked subjects from 25 countries to use the 300 most common adjectives describing personality traits to describe men and women. They found that men were assigned 48 words, and women - 25 (see Table 1). Table 1. Qualities associated only with men or only with women Qualities associated with men Qualities associated with women Aggressive, Active, Ambitious, Impassive, Powerful , Loud, Rude, Brash, Dominant, Cruel, Hard-hearted, Arrogant, Resourceful, Initiative, Skillful, Tough, Lazy, Logical, Wise, Masculine, Assertive, Unkind, Independent, Disorganized, Careless, Uncouth, Obnoxious, Unforgiving, Unemotional, Opportunistic , Progressive, Rational, Realistic, Self-confident, Serious, Strong, Risk-Taking, Stern, Sober-minded, Dumb-headed, Persuasive, Confident, Boastful, Brave. Fearful, Kind, Cute, Feminine, Dependent, Shy, Meek, Curious, Dreamy, Soft , Soft-hearted, Tender, Charming, Submissive, Attractive, Pleasant, Talkative, Sexy, Sentimental, Weak, Calm, Superstitious, Anxious, Sensitive, Emotional. The general pattern is that men are perceived as powerful, independent, aggressive, dominant, active , bold, unemotional, rude, progressive and wise. Women, on the contrary, are said to be dependent, meek, weak, fearful, emotional, sensitive, tender, dreamy and superstitious. At the same time, in a number of countries, the description of men and women had its own specifics. For example, in Nigeria, the words arrogant, rude, lazy, noisy were attributed to women. In Japan, women were also boastful, obnoxious and disorganized. In some countries (Germany, Malaysia) gender differentiation was pronounced, in others (India, Scotland) it was weakly expressed. In some countries the description of men was more negative.T. I. Yufereva believes that the main sphere of life in which adolescents’ ideas about the images of men and women are formed is the sphere of relationships with the opposite sex1. Hence, ideas about the image of men and women at each age reflect certain aspects of communication: in grades 6-7 - family and everyday relationships (girls and boys, characterizing the image of a woman, list her responsibilities as a housewife, and characterizing the image of a man as a husband, father, emphasize mainly his role as his wife's assistant with housework).

In adolescents, T.I. Yufereva notes, ideas about masculinity and femininity are obviously simply internalized by the corresponding views of adults and do not play a significant role in regulating their behavior. For older schoolchildren, ideas about masculinity and femininity are based on relationships with peers of the opposite sex, during which they become aware of themselves as a representative of a certain gender and their needs related to sexual development. These ideas are tested in practice, in direct communication with the opposite sex. However, this is only the beginning of the formation of an idea of ​​the concept of “psychological sex”, which concerns only the sphere of relationships with peers of the opposite sex.V. G. Gorchakova revealed that in the stereotypical mass consciousness a woman is perceived as a bearer of an aesthetic function: beautiful, charming, feminine. This was stated by 60% of women and 68% of men. A man in the public consciousness must be courageous, strong, and reliable. 69% of women and 61% of men think so2. 1.2 The negative role of gender stereotypes in society IN last years ideas about male and female gender roles have been criticized by a number of authors. Representatives of the new point of view believe that traditional gender roles limit and hinder the development of not only women, but also men. They serve as a source of mental tension for men and are unsuitable for raising boys. It is indicated that these stereotypes do not apply to most men. Moreover, they are harmful because men who do not take them are subject to social condemnation; those who try to follow them commit violence against themselves. J. Pleck (1978) even holds the opinion that, with the exception of aggressiveness, men and women are similar to each other in their behavior, and they should not be differentiated by the nature of gender roles. It must be recognized that gender stereotypes existing in society can indeed play a negative role, largely distorting the true picture. The first negative effect is that existing stereotypes of images of men and women act like a magnifying glass, and the differences between men and women are emphasized to a much greater extent than they really are. The second negative the effect of gender stereotypes is a different interpretation and assessment of the same event depending on the

what gender the participant in this event belongs to. This was clearly demonstrated in adults’ perceptions of children of different sexes. J. Condry and S. Condry (J. Condry, S. Condry, 1976) performed a curious experiment: subjects were shown a film about a nine-month-old baby; at the same time, one half of the audience was told that this child was a boy, and the other half was told that this child was a girl. In one of the episodes shown, a child began to scream after a jumper suddenly jumped out of a box. Those who thought the child was a boy perceived him as “angry,” and those who thought the child was a girl perceived her as “scared.” A survey of parents conducted 24 hours after the child’s birth showed that girls were perceived as softer, prettier, and more likeable. mother; at the same time, fathers were more stereotypical in such assessments (J. Rubin et al., 1974). It is characteristic that already five-year-old children have stereotypical perceptions of children of different sexes. K. Smith and L. Barclay (K. Smith, L. Barclay, 1979) showed that five-year-old children described the same child as big, ugly, noisy and strong, if they considered him a boy, and as beautiful, calm, weak , if they considered him a girl. A similar effect was found when parents assessed the abilities of their children. Eccles (1984) showed that parents, based on the existing stereotype, assessed their son's ability in mathematics as higher than their daughters, even when their performance was the same. Research by a number of authors has shown that parents explain good academic performance in mathematics, boys are due to their abilities, and the same performance of girls is due to their efforts. This may indeed be the case, but not always. This effect of gender stereotypes also manifests itself in the fact that far-reaching generalizations are made from a single case. For example, as soon as a female driver breaks traffic rules, men immediately exclaim: “I told you that women don’t know how to drive!” This is where the effect of bias towards the group to which the evaluator belongs manifests itself. Williams and Best (1986) found that women consistently showed more positive attitudes toward women than men did toward women, and that men consistently showed more positive attitudes toward men than women did. .

The third negative effect of gender stereotypes is the inhibition of the development of those qualities that do not correspond to a given gender role stereotype. It is believed, for example, writes N. N. Obozov3, that a man should be self-possessed, balanced, and impartial in relationships with other people. A woman can allow herself to be capricious, and when she is offended, she can cry. The great emotionality of women is one of the stable gender stereotypes. For a male person to shed tears means to violate the norm of masculinity. As a result, boys may develop femiphobia, i.e., fear of expressing femininity in oneself. In adult men, the appearance of this fear may be due to the idea that homosexuality is inherent in men with feminine traits (J. O'Neil, 1990). Therefore, men with a strong traditional approach to the male role may believe that since a man should not be emotional, there is no need to improve expressive abilities and the ability to understand the emotions of others.As a result, the natural differences between men and women increase even more.

2. Social ideas about the purpose of men and women insociety Social ideas regarding men and women concern the norms of their social behavior, as well as how men and women should differ from each other in their social and psychological qualities. In most cultures, “masculine” is identified with spirit, logos, activity, strength, culture, rationality, light, fullness. “Feminine” - with matter, chaos, nature, passivity, weakness, emotionality, darkness, emptiness, formlessness4. In many ancient mythologies, the moon, earth and water are interpreted as feminine, and fire, sun and heat as masculine. A man acts as a bearer of an active, social-creative principle, and a woman acts as a passive-natural force. The social roles assigned to men and women are also opposite. The former are predominantly “instrumental”, while the latter are “expressive”. The man is the “breadwinner”, and in the family he exercises general leadership and bears the main responsibility for disciplining the children; a woman must fulfill family and household responsibilities and provide warmth and comfort at home. Already from this list it follows that we are talking not just about the distribution of functions between men and women, but also about hierarchy, the subordination of women to men. In 1902, the work of Tomsk Bishop Macarius “Education, Rights and Responsibilities of Women” was published in Russia, in which The most preferred areas for women to apply their abilities were declared to be: housekeeping and raising children, and for non-family women - teaching children (mainly in the lower grades), medicine (treatment of women), charity, and missionary work. Women were also recommended to study philosophy, psychology, logic, astronomy, and physics, but all this was subject to the fulfillment of their household duties. Further, the author asks: “Does a woman have much time for mental work while conscientiously fulfilling her duties as a wife, mother of children and mistress of the house? Isn’t it more decent to consider mental work as a side hustle, leaving it primarily to the husband? and her business is family and farming. For this she was appointed, for this she was given abilities that are not given to a man” (Education, rights and responsibilities of women, 1994, pp. 25-26). Bishop Macarius believed that the happiness of a man and a woman lies in the division of labor: the husband is outside the home, the wife is in the house; husband among the people, wife among the family. Analyzing the image of women in history, J. Hunter (J. Hunter, 1976) came to the conclusion that in general this is an image of inferiority, and the process of female emancipation since ancient times has been directly associated with

destructive social consequences, with the collapse of morality and the destruction of the family. Thus, one of the main reasons for the death of the Roman Empire was associated with the advanced process of women's emancipation. Summarizing the prevailing traditional ideas about the purpose of men and women in society, R. R. Verma (1993) notes that most often the essence of a woman was characterized by the following features: 1. a woman is an inferior and, in essence, a dependent being; 2. a woman is a lower being compared to a man, since she is characterized by extreme limitations and weakness; 3. in her inner essence she does not represent value; 4. her main purpose is to serve a man and to be useful to him, outside the system of sexual partnership and motherhood, her existence is meaningless and is of secondary importance; 5. the woman herself is selfless, loving, tolerant, tender and sentimental, which are her highest virtues. “It has long been known that in the organization of each individual society great importance has a definition of gender roles. But only recently have we begun to understand how difficult it is to establish the specifics of each sex. The approach to this problem depends on the type of culture, the level of scientific knowledge and the ideological basis of a given society. The world does not stand still, either socially or biologically. As we approach the end of the century, significant progress in biology and genetics is fundamentally changing our ideas about the roles, responsibilities and specific characteristics of men and women, although just 20 years ago these characteristics were considered indisputably unambiguous. It can be said with confidence that since the beginning of the 19th century. until the 1960s The definition of gender roles that existed in the West, with rare exceptions, did not change. This period is characterized by a clear distinction between the functions of men and women, which in some cases reached the point of uncompromising dualism within the framework of a rigid hierarchical model. Its supporters appealed to nature, religion and traditions that supposedly existed since ancient times. The woman gave birth to children and ran the household. The man conquered the world and was responsible for the life of the family, obtaining everything necessary for it in Peaceful time and protecting her during the war. The entire world order was based on this distinction between the sexes. Any coincidence or confusion of roles was seen as a threat to time-honored foundations, it seemed something unnatural, a deviation from the norm.

The roles of the sexes were determined according to the “place” of each of them. For a woman, this is first and foremost a home. The outside world - workshops, factories and business offices - belonged to men. The division of the world based on gender (in public and private life) led to the emergence of two strictly opposite attitudes towards men and women, determined by their specific features. The woman, who was in seclusion at home, ran the household, raised children, and looked after the family hearth. For this she did not need courage, ambition, determination, or enterprise. A man, on the contrary, leading an everyday struggle for existence, had to be not inferior to other representatives of his sex and therefore cultivated in himself qualities that were considered natural for him.”5 Nowadays, many of these ideas have lost their force, that is, they have become prejudices , however, the question itself about the purpose of men and women has not lost its urgency. Thus, the question of whether a woman can play the role of an effective leader in the family and at work is still being debated. Existing gender stereotypes in society hinder an objective solution to this issue. N. Porter et al. (1983) gave subjects photographs of “a group of university graduates working on a research project.” They invited them to express their opinion about which of those depicted in the photograph made the greatest intellectual contribution to the project. When the group in the photograph consisted of only men, subjects predominantly chose the one who sat at the head of the table. When the group was mixed-sex, the man who occupied this position was also predominantly chosen. But if a woman sat at the head of the table, she was ignored. Each of the men in the picture was chosen to be a leader three times more often than all three women combined. What is surprising is that this stereotypical idea of ​​a man as a leader was also characteristic of feminists6.

3. Feminism as a movement of women for their rights The organized struggle of women for equal status with men began in England in the second half of the 19th century. This bourgeois women's movement was called suffragism (from English suffrage - the right to vote), and the women who were part of this movement were called suffragettes. They explained their subordinate position by “male egoism.” K. Millet (1985), for example, writes that it is not unjust laws or economic systems that are responsible for the oppression of women, but men; that men, as a class, have interests contrary to those of women, and, therefore, the struggle must be waged against the power of men. Soon, various feminist organizations arose in a number of countries, rightly fighting for emancipation and equal political and economic rights with men. However, the feminist movement did not homogeneous. There are feminists - “supporters of differences” who emphasize the desirability of female qualities that are different from male ones (intuition, emotionality, lack of egocentrism), and even turn them into a source of pride for representatives of their sex. These feminists reject stereotypical qualities of men and ideas of their superiority. They believe that women are inherently superior to men, these “sexual predators”; Women's ability to give life means from their point of view that they embody the "feminine virtues" of hard work, caring and cooperation. On the other hand, there are feminists - "proponents of sameness", who minimize gender differences and pay attention to the similarities of representatives of different sexes. Some feminist-minded women scientists even believe that if women do only “female” things, then they themselves do not want to become people. Their slogan is to become people, not women! One cannot help but note the offensive, sometimes aggressive position of feminists, who vigorously impose their opinions on the majority of women and predict the death of civilization if they are not heard. This especially applies to American feminists. In Russia, this movement does not have such a scope: according to St. Petersburg sociologists, only 20% share feminist attitudes women. Most women still believe that the main natural purpose of women is motherhood, love, family, and a man is a breadwinner, and his main task in life should be work.

In an effort to be in no way inferior to men and even superior to them, these feminists sometimes use to prove this even something that cannot be proven. Thus, E.M. Zuikova and R.I. Eruslanova (2001) state, citing scientists, that already three-year-old girls are superior to boys of the same age in mental abilities and that this difference only increases in subsequent years. This opinion is based on the fact that women have better... memory. At the same time, the proven fact of advanced development, including intellectual, of girls in childhood, which is then leveled out, and even the advantage of boys in intelligence is revealed. Sometimes ultrafeminists see an infringement of their rights where they do not exist; for example, one of the feminists believes that there is an unequal assessment and perception of men and women, even from a linguistic point of view. She points out that the expression “become a man” most often means “become an adult,” while the expression “become a woman” means submitting to a man and losing your virginity. In her desire to see the machinations of men in everything, one of the feminists questioned even the possibility women retire earlier than men. Here is what she writes about this: “Indirect discrimination is not present at all as a concept in labor law Most countries, but it actually exists, usually in the form of protectionist legislation towards women. A striking example is a lower retirement age for women. This leads to a decrease in the income a woman receives by 2-3 times. Hidden behind concerns about health, the real reason for the displacement of women of active professional age from the labor market is that, on the one hand, this frees up jobs for the new generation, on the other hand, it is assumed that “young grandmothers” are needed to look after grandchildren, so that both parents can work, since the benefits that the state pays for child care are small, and the salary of one worker is not enough to support the family.”7 Of course, there is reason in these arguments. But we must not forget that women’s earlier retirement age does not mean they are required to leave work. Many women work even as retirees. At the same time, many states have developed laws on pensions that equalize women's pensions to men's.

Conclusion So, until now in the sciences studying sexual differences, two directions are in conflict: evolutionist and culturalist. The first argues that men and women are the way they are because natural selection, through evolution, reinforced behaviors that enabled our ancestors to survive and reproduce themselves. Men and women have inherited certain emotional reactions and behavioral patterns that allow them to solve problems associated with survival and procreation. At the same time, men and women are more similar than different. The culturalist approach connects the differences between men and women with socialization, and its strong trump card is the assertion that it is impossible to explain changes in cultural stereotypes of behavior of men and women that have occurred over the course of some decades by evolutionary theory. In fact, both biological and social factors are important, and it is impossible to separate them from each other in practice. Any explanation of existing psychological differences from any position will be one-sided. Another thing is that some differences may depend more on biological factors, while others on social ones, but both cases do not negate the need for a biosocial approach to considering differences between men and women. The same applies to many gender attitudes. True, the installation is different. Undoubtedly, many attitudes are not based on reliable facts and biological differences between men and women, but are simply invented and are myths.

Bibliography 1. Badinter E. UNESCO Courier. – 1986. - April. S. 14.2. Gapova E. Gender and law // Digest of theoretical materials of the information sheet “Gatherings”. – St. Petersburg: INFO-M, 1998. P. 48.3. Gorchakova V. G. Psychology of a professional woman: Abstract of thesis. dis.... Doctor of Sciences. - St. Petersburg, 2000. – 27 p.4. Ilyin E.P. Differential psychophysiology of men and women. – M.: Publishing house. RSU, 2004. – 472 p.5. Obozov N. N. Psychology of an adult. - St. Petersburg: Lingua Center, 1997. – 418 p.6. Modern philosophical dictionary / Ed. V. E. Kemerova. - M.: Prospekt, 1998. – 358 p.7. Yufereva T.I. Images of men and women in the minds of adolescents // Questions of psychology. - 1985. - No. 3. P. 84-90.1 Yufereva T. I. Images of men and women in the minds of adolescents // Questions of psychology. - 1985. - No. 3. P. 84-90.2 Gorchakova V. G. Psychology of a professional woman: Author's abstract. dis.... Doctor of Sciences. - St. Petersburg, 2000.3 Obozov N. N. Psychology of an adult. - St. Petersburg: Lingua Center, 1997. P. 41.4 Modern philosophical dictionary / Ed. V. E. Kemerova. - M.: Prospect, 1998. P. 179.5 Badinter E. UNESCO Courier. – 1986. - April. P. 14.6 Ilyin E.P. Differential psychophysiology of men and women. – M.: Publishing house. RSU, 2004. P. 59.7 Gapova E. Gender and law // Digest of theoretical materials of the information sheet “Gatherings”. – SPb.: INFO-M, 1998. P. 48.

E. V. Stepanova

Volgograd State University

This work is devoted to describing the nature and methods of verbal representation of female gender stereotypes in modern English-language advertising discourse, which has a clear targeting.

The linguistic consciousness of communication participants depends on various kinds of stereotypes - social, religious, age, gender. The sphere of linguistic consciousness is understood as a dynamic and complex environment of individuals, which exists in the form of various speech structures and represents the unity of cognitive, emotional and linguistic processes.

The social status, cultural level, age and gender of an individual are reflected in his verbal strategies, as well as in the texts produced for him aimed at influencing, including advertising. Thus, social stereotypes are represented in speech.

A. A. Zalevskaya defines “representation” as the individual’s means of replacing what is verbally described as lexical meaning. The author includes signs, concepts, images, prototypes, propositions, frames and stereotypes as forms of presentation of meaning in the human mind.

Within the framework of advertising communication, representation is understood as an active process of selection, structuring and presentation of information by the addressee through certain linguistic techniques, during which the represented referent is endowed with certain characteristics.

In advertising discourse, gender stereotypes existing in society are represented using a different set of linguistic and extralinguistic means. They form the value structure of a statement focused on a specific recipient, since belonging to a certain gender is an integral “most profound, fixed characteristic of each person.”

The representation of gender stereotypes in advertising discourse contributes to the self-identification of members of the target gender group. In other words, such parameters of communicants as social, cultural, age and gender affiliation activate the corresponding cognitive categories (schemas). Further processing of information about the recipient of a particular statement of the group is controlled by these circuits. The interpretation of given cognitive categories of advertising discourse leads to a certain linguistic consciousness and stereotypes of a certain group and serves as a means of self-identification of its participants.

Stereotypes are social phenomena that are determined by sociocultural mechanisms; they are interpreted as forms of information processing and the state of knowledge of communication participants. Stereotypes can be verbalized or non-verbalized.

We consider the linguistic representation of gender stereotypes, by which we mean verbalized concepts containing information associated with a particular gender, developed by social and cultural mechanisms, and implemented in communication. In this article we are primarily interested in the representation of gender stereotypes in English-language advertising discourse, mainly in British advertising. The criteria for selecting the material were, firstly, a formal semantic feature, that is, explicit or implicit content of gender semantics in the advertising text, and secondly, a lexico-morphological feature, that is, the presence of lexical and morphological units with a certain gender meaning.

Each gender in different linguistic cultures is assigned a different set of value attributes that are mandatory. They regulate behavior and influence verbal communication. Gender relations are expressed by gender stereotypes, which “are actualized in the public consciousness of a certain culture and reflect a set of characteristics attributed to a particular gender. These are culturally and socially conditioned opinions and presuppositions about the qualities, attributes and norms of behavior of representatives of both sexes and their reflection in language."

We found that in English-language advertising discourse, women are subject to greater social stereotyping than men. This is especially evident in advertising messages, the potential recipients of which are men. Women's roles are limited to housekeeping (raising children, cleaning the house, shopping, etc.) and sex.

If an advertising text containing the pronouns she, her, herself or the lexemes woman, girl, lady, wife, girlfriend, etc., is aimed at a male audience, associative signs of cunning are added to the gender attribute (Then I caught her spending $65 on make– up.), importunity (We`d like to thank all the nagging mothers who made these performances possible. The average woman speaks 10, 000 words in a day, roughly 9, 950 too many.), restrictions on male freedom (She told me we could not afford beer anymore and that I would have to quit. He is suffering from estrogen deficiency; she is the reason why.), difficulty understanding (Almost as complicated as a woman, except it's on time.), weakness, limitation ( You mean a woman can open it? Think of it as a light beer that`s not in touch with its feminine side. Chicks just want to play games.). There is also an opposite tendency, when in male advertising a referent with feminine characteristics combines prototypical properties of attractiveness (Free stuff this way–100 sexiest girls. But why should women be the only ones to have armpits nice enough to fall asleep in? Warning : may awaken animal instincts. Ancient Greeks said the most beautiful part of a siren was her voice.) or signs of family, homeliness (Now all you need is a wife and children. There's only one mother. Her left hand rocks the cradle. Your mother warned you about me.).

Thus, in the male linguistic consciousness, a woman is represented as the weaker sex; she fulfills the stereotypical roles of wife, girlfriend, mother available in society and has the corresponding typical gender qualities.

In advertising messages aimed at a female audience, the female referent is represented by a different set of associative features. The text contains the same lexemes and pronouns as in men's advertising: woman, girl, lady, she, her (The American girl store experience is what every girl dreams of. When day turns to night, an elegant lady turns her Reverso Duetto’s case. Exploring the world of her favorite characters. Because every girl needs to powder her nose. It won't be land before you have discovered what women around the world already know.), as well as the pronouns me, my, you, your, we, us, our, describing the female addressee(s) (Because you're worth it . As we all know, real beauty is more than skin deep. As your skin matures it develops specific needs, and can experience hyper–dryness, loss of elasticity, loss of radiance. See me, not my makeup.), and units, implicit revealing gender semantics (Ever wished you had hair color like this? Gives you that natural “no makeup“ sheer finish, ideal for summer. The age defense system that corrects and protects.).

In advertising messages aimed at women, the characteristic properties of beauty (As we all know, real beauty is more than skin deep. Leaving your face and body naturally bronzed, beautiful and healthy looking...), elegance (When day turns to night, an elegant lady turns her Reverso Duetto's case.), attractiveness (Pretty as a picture. Cheerleaders of the year.), perfection (Perfect 10 lavishes lave on your fingertips to give you 10 perfect nails.), readiness to come to help (Help your daughter with oily/combination skin with blemishes being a common problem. Moms have a solution.), matching fashion trends (He often sends me messages on my new mobile phone. Give yourself a healthy new look with viva long color featuring the revolutionary Viva On/Off System. Fashion, beauty, health, shopping.), health (Designed to work together to strengthen hair for better protection against breakage. No more grays, just healthy looking hair. A radiant tan, healthy skin, complete confidence.), insight (It’s very easy to send him words and pictures like these emotion icons. It’s not what you put on. It’s what you put in.), statements transferred to the addressee.

Let us note that an important sign of the feminine gender in English-language advertising for women is the stereotype of “conforming to the norm,” especially in relation to appearance. A typical technique for constructing a text is a “before and after” comparison (For skin impurities, especially for young skin... Speeds up the healing of spots 79%. The body is a temple but yours is probably the Taj Mahal on the high street... It's a precise balance of every single vitamin and mineral your body needs. First signs of aging… Lines are visibly reduced the complexion is fortified and radiant – with results in just 8 days.).

In the female linguistic consciousness, a woman is represented, first of all, as the fair sex, having the corresponding stereotypical characteristics.

The representation of female gender stereotypes in English-language advertising discourse corresponds to the linguistic consciousness of the addressee and reflects the demands placed on women in modern society by men, and the aspirations of women themselves.

Literature

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Today, advertising creators rely on existing stereotypes, including gender ones, since the collective consciousness is quite stereotypical. Two trends can be seen in advertising: the active use of gender stereotypes and the neutralization of the gender factor.

In the case of the active use of gender stereotypes in advertising, men are attributed such qualities as stability, professionalism, prestige, wealth, etc., while women are presented as a sexual object, narrow-minded, dependent creatures burdened with household chores. Studies of American television and print advertising note a stable pattern of gender stereotypes that has remained unchanged for many years. “The portrayal of adult women emphasizes passivity, deference, lack of intelligence, gullibility, and the fact that they must pay for the effort to overcome something. Men are portrayed as creative, strong, independent and success-oriented people.”

Advertising in print media today actively uses the visual image method for “direct” communication with the viewer, or the so-called “gaze return” method: advertising tries to appeal to each member of the audience, adapting to his views, speaking to him in his language . As a result, each printed publication, represented by men's and women's editions, constructs an image of its potential readers with a set of certain characteristics, which individuals with already acquired desired status try to maintain, and which those who are not yet part of the target audience of one or another strive for “authoritative” publication for the individual. For example, when advertising a Panasonic brand video camera, along with the image of the video camera, a photo of a woman’s face is placed. The verbal part is addressed to a non-personalized man:. Would you like to put her photo on the screen? If she is really good, let your friends envy you. Send her photo by e-mail. Or print it on a video printer and hang it above your desk - we guarantee image quality. But she needs to be more careful with her lipstick - after all, you will really see everything (Money, 2000/46). Despite the fact that the video camera can be successfully used by both men and women, the advertising project is addressed specifically to men. It is noteworthy that the author, in order to encourage purchase, creates an atmosphere of understatement, a certain ambiguity, while attracting gender stereotypes about the qualities and behavior that are attributed to men and women. Moreover, the characteristics of the latter are used to give special value to the advertised product.

1. Exploitation of women's appearance. Obviously, the key to successful advertising in terms of its impact on the consumer is its “tempting and seductive” nature. Advertising not only promises pleasure simultaneously with the purchase of a product (“Bounty - heavenly pleasure”), but also creates desire itself. In advertising, women are too often portrayed as young beauties whose duty is to remain young and attractive to please men, and throughout the 20th century women became increasingly slimmer (Percy & Lautman, 1994), but the weight gap between fashion models and real women continues to widen . In the mid-1990s, fashion models weighed 23% less than the average woman, a figure that had increased by 8% since 1975 (Kilbourne, 1995). Women in advertising are younger than men (70% versus 40% under age 35, respectively), a ratio that has remained unchanged since the early 1970s (Dominick & Rauch, 1972; Ferrante et al., 1988). The female body displayed today on a Russian television advertising panel carries a rather new function of economic, and not just political exchange, which in most cases can be metaphorically called the “body of Western advertising.” This new body gives rise to a completely different, previously unknown new cult of health, hygiene, emancipation, youth and, finally, beauty. Beauty is no longer considered as a unity of image, but allows us to highlight certain parts of the female body. Showing a woman's shoulder, neckline, and upper thigh (elements of eroticism and sexual irritation) stimulates the man's imagination to independently complete the scene provoked by the advertisement, the missing segment of this advertising-gender construct, thus involving the viewer in a certain game involving the advertised product. In other words, the female image, body, figure, etc., capable of awakening the needs of the buyer, often in a somewhat perverted way, are used in advertising as an object of sexual exploitation, a stimulator of buyer needs, and a catalyst for the sale of goods and services. As a result, for men, the female body in advertising is a call to what they should do: having bought it, possess it.

2. Use of traditional gender roles. Many studies confirm that advertising and commercial information is characterized by a stereotypical portrayal of women and gender roles (only women perform household roles in advertising, although the use of modern household appliances does not require any special “feminine” qualities). Due to the specifics of our young “market”, which mainly offers food, clothing, hygiene products or medicines, advertising addresses specifically the woman as the person organizing family consumption. Of the total volume of television advertising addressed to women, 39% are ads offering personal care products (cosmetics, perfumes, medicines), and the remaining 61% of advertising offer women care products for their home, children, and husband. Among advertisements offering home and family care products to women, 23% of products are aimed at women who are mothers and 38% at women who are laundresses and cleaners. As the Spanish Women's Institute points out, it is in advertisements for washing powders and cleaning products that women are portrayed as very limited. Examples are known to everyone - the famous “Aunt Asya” and her neighbor, who constantly washes the shirts of her successful husband; or Emma Petrovna from the Ariel advertisement, or the little mother from the Tide powder advertisement. The very unnatural passion of advertising women for routine household work, their manic obsession with maintaining cleanliness, selfless fight against microbes that threaten the family, permanent rivalry (wash cleaner, cook tastier, serve better) reveal the presence of a male component as a kind of background for the events depicted, only in a force field in which all this, at first glance, self-contained, female activity is endowed with special significance, acquires meaning and receives the only justification.

With men the situation is diametrically opposite. Although men are typically portrayed as competent professionals in their professional fields, they are often shown to be complete dupes when it comes to housework and childcare. On television, fathers of one-year-old babies often do not know how to change their child’s diapers; hardly the same thing happens even in the most conservative real family. Men in commercials often don't know anything about housekeeping or cooking, and they have to call their wives, who are portrayed as real experts in the field of domestic life, to the rescue. Although the characters always eventually master the art and become more mature individuals through the experience, their initial ineptitude seems to suggest that childcare is not part of the normal male role. Likewise, men are often shown to be insensitive and rude in interpersonal relationships (for example, not knowing how to talk to their children about sensitive personal matters).

3. Woman as a sexual object. Very often, a product is advertised using attractive sexual symbols or sexually enticing situations - and in 90% of cases the sexual “bait” is the female body. Moreover, if the image of a woman’s leg in an advertisement for tights can still be called quite adequate, then the female body used in advertising for cars, computers, and men’s colognes represents women as another object of consumption. In the situation of sexualized advertising, a very simple scheme operates: on the one hand, an attractive female body makes the product that is advertised in this way attractive. On the other hand, when buying a parquet board or ceramic granite as a result of the influence of such advertising, the consumer subconsciously seems to be buying (appropriating) and beautiful woman from an advertising picture. The media portrays women's breasts as sexual organs, even in the context of their primary biological purpose.

Women in advertising wear lighter clothes than men. The woman in most advertising products is only half-dressed, and if she is dressed, then, as a rule, she undresses during the course of the advertising plot, i.e. removes any items of clothing. In other words, she is dressed before the advertisement and then undressed in the advertisement. In advertising, and sometimes in photographs accompanying magazine articles on breastfeeding, breastfeeding women are shown in very revealing poses. Due to the regular viewing of such advertising, where a woman is defenseless, accessible and sexy, due to the fact that there are no serious objections “against” from the public, cruel treatment of women becomes the norm.

4. Woman as an object of violence. Women are subtly associated with violence, especially as victims of male violence. Some commercials and programs that play on the seductiveness of women imply that women are animals that need to be tamed - something wild that requires control by men. A high-fashion lingerie ad showing a half-naked woman being playfully attacked by two men, or a car ad featuring a bikini-clad woman bound with chains inside a giant shock absorber, subtly link sex and violence. Perfume advertisements may emphasize the wild, crude, and provocative behavior of women and imply that men should attack in response to an irresistible “scent.” Women (68.8% of advertising products), it turns out, are much more often depicted in a lying position: on the floor, in bed or on sofas, and this is a classic universal technique in the mirror image of the “man-woman” relationship model established in real society, i.e. .e. patterns of superiority of one sex over the other.

5. Superwoman image. The problem that has arisen recently, centered on the unrealistic "superwoman", is primarily due to a relatively new media image created to portray modern women more accurately and fairly. Those depicted as working are most often employed in highly skilled or managerial positions, and many are also raising children. Although some of these characters are positive role models for working women, they appear to cope with professional, marital, and parental responsibilities with surprising ease and little stress. The danger of exploiting the image of a superwoman in advertising is that advertising heroines make everything too simple: successful career easily combined with household responsibilities and raising children. For example, one perfume ad says that a woman can "bring home a smoked brisket, fry it in a frying pan, but never let him forget that he is a man." In other words, a woman can (or at least should) work outside the home all day, come home, cook her husband dinner, and still have enough energy to be desirable to him that evening.

6. Image of a carefree woman. One of the main images of women's advertising is a young, cheerful girl, not burdened with family and work. Her main activities are self-care and taking care of her attractiveness, winning new fans, relaxing at parties, dating, shopping, chatting with friends. The desire to be beautiful, to attract the attention of men, to arouse the envy of rivals - all this is recognized in advertising as the most important component of the personality of a woman of this type. Most often, this image is used in advertising of cosmetics and perfumes, drinks, and in advertising of recreation and entertainment. Often the representation of this image is based on stereotypical ideas about women being more emotional than men. The woman in advertising is dependent on momentary moods and sensations. The following expressions speak about this: “trust your feelings”, “don’t be sad”, “give in to pleasure”, “tune in for the best”. The heroine of these advertising images is young, attractive, her world is joyful and carefree, life is easy.

Trying to combine the two trends in its version of "Men-in-the-place" and "Men-as-knowledgeable-professionals", advertising has achieved some success in this regard. An example of this is the aspect related to the number of questions asked in advertising by men and women. Research has shown that more than 85% of advertising products feature female characters asking questions. The concept of professionalism, thus, becomes an ontological core on which any identity, including gender, is “strung.”

Construction of gender in texts social advertising carried out both at the level of superstructure and macrostructure of the text. If in the superstructure gender markers are explicit, for example, with the help of lexical units, or in a grammatical way, or in an image, then at the macrostructure level gender is presented implicitly. At the same time, texts aimed at solving problems related to improving well-being, status, etc., implicitly correspond with such characteristics as rationality, purposefulness, authority, which are attributed to masculinity, while texts devoted to solving everyday problems correlate with such characteristics such as sacrifice, kindness, mercy, which are stereotypically attributed to femininity.

Neutralization of the gender factor in commercial RT is achieved by using technologies for paired images of a man and a woman, subject and demonstration images of the advertising object, focusing on the action, and attracting images of cartoon characters.

Thus, gender stereotypes are especially tenacious in mass consciousness and popular culture. Moreover, it is advertising in the media that often acts as the main transmitter of gender stereotypes. This manifests itself in various ways: in the imposition of outdated ideas about female and male destiny; in broadcasting a distorted image of modern women and men; in silencing the problem of gender discrimination, even in direct sexist assessments such as “politics is not a woman’s business.” But gender stereotypes, as socially and culturally determined opinions and assessments, change over time. In many countries where ideas of gender equality receive public and government support, the media are developing new standards for non-sexist language and presentation of information about men and women in advertising.