Transformation of Ideas about Femininity in Russian Television Advertising of Intimate Hygiene Products (2000-2020)

Student: Nevskaya Anna

Educational Programme: Cultural Studies (Bachelor)

Year of Graduation: 2021

The purpose of the study is to identify certain images in the advertising video image and in the advertising message that are used to depict a woman, as well as to identify changes in these images with time. As a result, we analyzed 130 television commercials of brands of intimate feminine hygiene products that appeared on Russian television from 2000 to 2020. The study revealed certain visual and textual forms in advertising communication in relation to women as an advertising audience.

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