Gender characteristics of advertising posters

Abstract

It implies the essence of advertising and the way of development, which means its formation as a means of mass communication and becoming a companion of public life. However, in the process, the advertising industry has repeatedly demonstrated that it can absorb societal stereotypes. Still, it is its responsibility not to make any displayed information harmful to any social group. Consequently, the advertisements reflect the tendencies characteristic of this or that epoch; thus, the audience will strengthen them even more. The study of processes once again reveals the strength of the impact of advertising and the need to use its mechanisms by thinking. The history of its development in the advertising industry reveals the problem of gender stereotypes, which is the focus of this paper and which is analyzed on the example of advertising posters, which aims to identify the characteristics of gender advertising, its stereotypical nature, depending on what qualities the characters have and analyzes how much it repeats the trends established in society. The article aims to deal with the history of the origin of advertising, the reflection of gender characteristics and presentation through the prism of advertising, where the issue of the presence/absence of gender stereotypes will be discussed and analyzed. Analyzing the empirical field in conjunction with the theoretical basis will allow us to shed light on the gender characteristics in advertising.