THE IMAGE OF A MODERN WOMAN IN ADVERTISING: FROM STEREOTYPING TO FEMVERTISING; [ОБРАЗ СОВРЕМЕННОЙ ЖЕНЩИНЫ В РЕКЛАМЕ: ОТ СТЕРЕОТИПИЗАЦИИ ДО ФЕМВЕРТАЙЗИНГА]

The article presents the results of an empirical study of the gender stereotypes in modern popular nationally-oriented advertising of Russia. A multimodal discourse analysis of modern video verbal advertising has revealed the key female images in Russian advertising of the XXI century such as a courageous woman, a knight woman, an emancipated woman, a business lady, a feminist. The facts provided in the article show that a modern TV commercial departs from the stereotypes that have been in the media space for a long time, such as: women are the weaker sex; the main purpose of a woman is to be an exemplary wife and mother; all women want to get married successfully; an intelligent woman can't be happy in her personal life; a woman doesn't have the right to what a man has the right to; a woman's place is in the kitchen, etc. The destruction of gender stereotypes occurs by means of the phenomenon of femvertising as a marketing and communication strategy. This strategy is rapidly gaining popularity in the advertising media space because there is a significant audience of feminists in Russia. © 2022 Ivanovo State University Publishing. All rights reserved.