ABSTRACT

THE SOCIAL CONSTRUCTION OF GENDER IN ADVERTISEMENT. SOCIOLOGICAL STUDY OF SOCIAL CHANGE AND REPRODUCTION OF GENDER INSTITUTION

Advertisements are part of our society and are designed to influence how we perceive the world around us. In the advertisement message there are ideological elements, such as the social construction of gender.

Advertisements promote ideas and gender stereotypes, such as the strong and independent man or the weak and submissive woman. These stereotypical images can have a significant impact on how people form their perceptions and attitudes towards gender.

Consequently, advertisements can contribute to the perpetuation of gender inequality by promoting ideas that suggest certain activities or roles are exclusive to one gender or the other. For example, advertisements promoting cleaning products are often targeted towards women, suggesting that they are responsible for household cleanliness, while those advertising cars and motorcycles are mostly directed at men, through the way they are composed (selected characters, choice of colors, discourse).

Keywords: gender displays, social constructs, gender discrimination, advertisements.

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