ГЕНДЕРНОЕ ИЗМЕРЕНИЕ В СОВРЕМЕННОМ СОЦИАЛЬНО-КОММУНИКАТИВНОМ ДИСКУРСЕ: РОЛЬ РЕКЛАМЫ

GENDER DIMENSION IN CONTEMPORARY SOCIAL COMMUNICATION DISCOURSE: THE ROLE OF ADVERTISING

The article reveals the gender dimension in social communication discourse and the role of contemporary advertising in it. It allows us to analyze the social effects of gender displays in advertising. Special attention is paid to the influence of gender role portrayals on women target group. The importance of gender stereotypes in the process of communication providing mutual understanding among the representatives of different social strata is stressed.