MANAGEMENT THE IMAGE OF ?IDEAL WOMAN? IN A COSMETICALLY ADVERTISING DISCOURSE

The article discusses the role of advertising as an effective management tool of mass culture, as an example of advertising of cosmetic products, and create an image of the ideal woman. The author examines the popular slogans known cosmetic brands and analyzes the features that advertising assigns the modern woman. We consider the terms of cultural representation of sex B. Connell, behavioral gender stereotypes D. Malishevskaya. Affected by the sociological term management, mass culture, discourse. Psychological terms ?femininity? and ?masculinity? (femininity and masculinity), their concepts and constructs