Authors: YUDINA E.N., SADIKOV M.G.
Communicology. 2016. v.4, n.5
YUDINA Elena Nikolaevna, doctor of sociology, professor, deputy head of chair of theoretical and special sociology, Moscow State Pedagogical University.
Abstract: Gender approach in sociology pays attention to role social anticipations of a man and a woman towards one another. Perceiving the individual (either man or woman) in the wholeness of the physiological and social essence, the implication is always a gender aspect. A person unconsciously is being compared with the ideal image of their sex, that is caused by culture and history. TV commercials and advertisements create what is dreamed by a person. From the pages of glossy magazines and from the blue screen TV commercials and advertisements tell a man what he has to do to become a man, and a woman what she has to do to become a woman. TV commercials and advertisements vividly construct gender stereotypes, skillfully generating images of ideal men and women. Provoking consumer activity and willingness to consume, these images consciously and unconsciously are embedding into the masses provoking consumer activity and a desire to buy the advertized article to be so much alike the ad heroes.
Keywords: gender, social roles, advertising communication, advertising, transformation, family-role relationships, postmodern.
Text: PDF
Communicology. 2016. v.4, n.5
YUDINA Elena Nikolaevna, doctor of sociology, professor, deputy head of chair of theoretical and special sociology, Moscow State Pedagogical University.
Abstract: Gender approach in sociology pays attention to role social anticipations of a man and a woman towards one another. Perceiving the individual (either man or woman) in the wholeness of the physiological and social essence, the implication is always a gender aspect. A person unconsciously is being compared with the ideal image of their sex, that is caused by culture and history. TV commercials and advertisements create what is dreamed by a person. From the pages of glossy magazines and from the blue screen TV commercials and advertisements tell a man what he has to do to become a man, and a woman what she has to do to become a woman. TV commercials and advertisements vividly construct gender stereotypes, skillfully generating images of ideal men and women. Provoking consumer activity and willingness to consume, these images consciously and unconsciously are embedding into the masses provoking consumer activity and a desire to buy the advertized article to be so much alike the ad heroes.
Keywords: gender, social roles, advertising communication, advertising, transformation, family-role relationships, postmodern.
Text: PDF
