The paper features the language objectivation of femininity in the glossy magazines Cosmopolitan, Marie Claire and Glamour. The analysis of the problem is based on the theory of the social construction of gender and aims to identify the main trends of language representation of women. The material of the study was Russian Publications Cosmopolitan, Marie Claire and Glamor -the most popular glossy magazines designed for women. The files of the examples analyzed by us are compiled by the method of continuous sampling (more than 2000 contexts) on the basis of printed and Internet versions of Cosmopolitan, Marie Claire and Glamor journals in 2016. The verbal component is considered as one of the main factors in the construction of gender in glossy magazines, which model new type of the "femine" consciousness, combining the sensual experience of reality and the ability to transform it. Gender relations, stereotypes and ideology are revealed through the analysis of linguistic representations. The authors observe morphological and syntax means of the Russian language as indicators of gender identification in terms of mediatext construction. The analysis of language means proves the complication of gender identification in Cosmopolitan, Marie Claire and Glamour, and the sharpening of the "femine" consciousness due to inclusion of masculine features in it. The analysis of linguistic means representing femininity allows to draw a conclusion about the modeling a new type of "female consciousness" on the pages of glossy magazines, in which the ability to the sensual experience of reality is supplemented by the ability to transform it.

На волне борьбы с сексизмом в США и развитием шведского феминизма стереотипные представления о женских ролях, эксплуатируемых в рекламе международных журналов MAXIM и Esquire, пересматриваются не только в упомянутых странах, но и в России. Несмотря на многочисленные исследования, вопрос о влиянии на аудиторию транслируемых в рекламе образов остается малоизученным. В связи с этим авторами поставлена цель выявить специфику репрезентации образа женщин в рекламе журналов, ориентированной на мужчин. Результаты контент-анализа с использованием сравнительно-сопоставительного метода показали, что американский и российский журнал MAXIM часто сексуально объективирует женщину, подает её образ в рекламе через призму гендерных стереотипов. Журнал Esquire и в США, и в России, и в Швеции значительно реже эксплуатирует женские образы, пытаясь выстроить образ коллегиальных взаимоотношений между полами. Сделан вывод о том, что репрезентация образа женщины в рекламе мужского глянца зависит от гендерной политики и актуальной информационной повестки дня страны, в которой издается журнал. Полученные результаты вносят вклад в исследование рекламы как отражения культуры современного общества.

The article deals with a comparative and educational analysis of the specifics of the presentation and functioning of a female image in advertising for men's glossy magazines MAXIM and Esquire in the USA, Russia and Sweden. As a result of typological analysis, it was revealed that MAXIM is a narrowly targeted publication of an erotic nature, Esquire is a publication of general interest. At the same time, magazines of the same brand in different countries are similar in audience orientation, purpose, main headings, frequency, only the circulation volume differs significantly. The results of the content analysis and the comparative method indicated that the American and Russian MAXIM often sexually objectifies a woman, presents her image in advertising through the prism of gender stereotypes. Esquire magazine in the USA, Russia and Sweden exploits female images much less often, trying to build an image of collegial relationships between the sexes.

The article deals with a comparative and educational analysis of the specifics of the presentation and functioning of a female image in advertising for men's glossy magazines MAXIM and Esquire in the USA, Russia and Sweden. As a result of typological analysis, it was revealed that MAXIM is a narrowly targeted publication of an erotic nature, Esquire is a publication of general interest. At the same time, magazines of the same brand in different countries are similar in audience orientation, purpose, main headings, frequency, only the circulation volume differs significantly. The results of the content analysis and the comparative method indicated that the American and Russian MAXIM often sexually objectifies a woman, presents her image in advertising through the prism of gender stereotypes. Esquire magazine in the USA, Russia and Sweden exploits female images much less often, trying to build an image of collegial relationships between the sexes.