IMAGE OF MODERN WOMAN IN ADVERTISING

Abstract

The author reveals new tendencies in the functioning of gender advertising, the reasons of changing the traditional image of women, the mechanisms of the creation and successful promotion of new advertising images, and pays special attention to the specificity of advertising discourse, which allows analyzing the stereotypical images in the perception of women suggested by advertising, commenting on the effectiveness of their integration into the mass consciousness of society.

References

1. Кафтанджиев Х. Образ женщины в рекламе. М.: РИП-холдинг, 2007. 232 с.
2. Медведева Е. В. Рекламная коммуникация. М.: ЛКИ/URSS, 2007. 279 с.
3. Мирошниченко Г. А. Женские гендерные стереотипы в современной российской рекламе. Lap Lambert Academic Publishing, 2013. 50 с.
4. Vestergard T., Shroder K. The Language of Advertising. Oxford – N. Y., 1985. 310 р.

Author information

About this article

Publication history

• Published: July 10, 2013.

Keywords

• гендерная реклама
• рекламная концепция
• рекламные образы
• рекламный дискурс
• рекламное послание
• рекламное сообщение
• рекламный стереотип
• gender advertising
• advertising conception
• advertising images
• advertising discourse
• advertising message
• advertising announcement
• advertising stereotype

Copyright

© 2013 The Author(s)
© 2013 Gramota Publishing, LLC

User license

Creative Commons Attribution 4.0 International (CC BY 4.0)