Miroshnichenko Galina Anatol'evna
Peoples’ Friendship University of Russia
Abstract. The author reveals new tendencies in the functioning of gender advertising, the reasons of changing the traditional image of women, the mechanisms of the creation and successful promotion of new advertising images, and pays special attention to the specificity of advertising discourse, which allows analyzing the stereotypical images in the perception of women suggested by advertising, commenting on the effectiveness of their integration into the mass consciousness of society.
Русский
