GENDER STEREOTYPES IN ADVERTISING ACTIVITIES OF UKRAINIAN AND FOREIGN FMCG COMPANIES
Keywords:
advertising activities, gender stereotypes, gender roles, gender socialization, gender identity, gender-differentiated advertising, male loyalty types, female loyalty types, marketing communication, brand.Abstract
Theory and practical principles of the of gender stereotypes impact in advertising activities of Ukrainian and foreign FMCG companies are studied in the article. Peculiarities of the use of gender solutions in advertising are identified and substantiated. The current approach to gender advertising differs significantly with the changing role of men and women. The comprehensive integration of gender roles in the development of advertising campaign should be ethical and responsible.
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