Gender stereotypes in Ukrainian advertising texts

Abstract

Gender discrimination is an urgent problem that affects various aspects of public life, including advertising. In the context of Ukrainian reality, where transformations and changes are taking place, it is important to identify and understand the presence of gender stereotypes and discriminatory practices in advertising. The purpose of the study is to identify signs of gender discrimination in Ukrainian advertising and develop proposals to overcome it. Methods: analysis, generalisation, systematisation, synthesis. The results of a study of gender discrimination in Ukrainian advertising texts indicate the prevalence of gender stereotypes reflected in advertising campaigns. The study also suggests ways to identify gender discrimination in advertising texts, such as analysing roles, images, language use, and stereotypes. However, now in Ukrainian advertising there is a tendency to rethink views on the advertising product. As a result of the study, the main strategies for overcoming gender discrimination were formed, which included expanding roles, using positive stereotypes, emancipation, cooperation with gender organisations, including self-regulation of the advertising industry, and education to raise public awareness. As a result of the study of gender stereotypes, it was established that modern advertisers tend to understand the importance of building a tolerant and fair society and creating advertising content that positively affects the perception of gender roles and contributes to the development of equal rights for women and men. The results of the study can be useful for advertising agencies, creative teams, and marketers working on creating non-stereotypical advertising campaigns.