Perception of Men Gender Stereotypes in Advertising by Russian Audience

Student: Ogay Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

There are different theories on how advertising affects constructing gender stereotypes: whether it can strengthen existing gender images and representations or present new role models and ideas. The study observes current theoretical approaches to masculinity and provides qualitative methodology for investigation, which male gender stereotypes prevail in russian society. The problem studied is of some interest and importance for advertising professionals and researches of gender studies.

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