FEMALE GENDER DISCRIMINATION AND STEREOTYPES IN ADVERTISING

In the article, the author analyzed the content of the gender reports in the advertisements. In many cases, these messages shape gender identity and determine the nature of gender relations. The author also investigated the intensity of such messages, which are a normalization effect. This means that false ideas become the norm that people guide in their daily lives. As a result, false stereotypes are formed. Given the mass and power of influencing gender identity, media can be considered as a social technology of gender.