Female images, like male ones, in advertising messages are dictated by society and the stereotypes that have developed within it. Naturally, roles are adapted to a specific product category and a specific product. Identifying the features of advertising aimed at a male audience is the main task of this study; in this regard, the author provides in this work an analysis of female images in advertising aimed at both female and male audiences.

2- Housewife

5- Woman as a sexual object

6- A woman who cares about her appearance

From time immemorial, there has been a distribution of roles in society in which the man is the breadwinner, and the woman arranges everyday life, thus, the first most typical role for a woman in advertising is Cook. Woman-cook Over time, not much has changed in the use of this image, i.e. Women began not only to cook food, but at the same time the furnishings in the kitchen were modernized; technology took a big step forward from the fire. And women themselves, under the influence of the market for goods and services, began to use various tricks. For example, Maggi demonstrates in its commercials that a woman, while preparing and using this product, smiles widely, because... cooking is fun. (see Appendices 35-37). The next example under consideration is the advertising campaign for pasta “You and Me” (see Appendix 38) a girl with a feigned smile opens the lid, from where clouds of steam escape. The girl's gaze expresses something more than just a smile in anticipation of feeding her beloved man.

But we should not forget that if in ancient times men killed animals to get fur, then women found use for it in everyday life. When decorating, cleaning and caring for your home, you need to use a great variety of little things: woman-housewife(in some sources there is a statement that a woman in advertisements of this type serves only as part of the interior of various rooms, depending on which her purpose changes: children's room - mother, kitchen - cook, bathroom - cleaner, etc.). Advertising campaigns conducted by detergent manufacturers give the impression that cleaning initially causes only sadness and bewilderment, and after cleaning only joy, as demonstrated by the Domestos advertising campaign (see Appendices 39,40). However, the Pril detergent advertisement demonstrates something different (see Appendices 41,42): dirty dishes, which cause bewilderment in a man, are easily cleaned in the hands of a woman with the help of Pril. No less fascinating is the advertising campaign for the “Myth” washing powder - when a woman encounters difficult stains, a friend appears (whose prototype was Moidodyr), speaking in a male voice and all stains disappear (see Appendix 43). Thus, it is reflected that the woman , even in her characteristic atmosphere and activity, she does not find ways out of current situations without the help of a man.

Industries producing goods for children focus on a female audience, because... Women are the main buyers of child care products. Thus, we come to the advertising image Woman mother Huggies diapers (see Appendix 44) used a subtle move in their advertising - the mother herself was never shown, but it became clear to everyone who was doing the job thanks to the display of female Rocs changing a diaper. Those. there is an unobtrusive impact on consumers - the formation of gender norms of behavior - the mother must change diapers. The Kinder chocolate company used the opposite tactic - a girl plays with toys (the toys are selected according to the daughter-mother principle), sings a song dedicated to her mother, and then a smiling, dark-haired mother appears, who cannot hide her affection for this spectacle and wants to please her daughter with the delicacies that she brought it to her - chocolates.

In addition to her direct duties at home, a woman periodically performs an additional function the doctors, who treats the whole family and knows how to solve any problem: whiten teeth, and what to anoint grandfather’s back so that he starts roller skating, and what to inject into my husband’s nose so that he goes on a business trip healthy, etc. (see Appendix 45). Doctor Mom, as the advertisement shows us, the best remedy for a child’s recovery is the advertised product. Happy, satisfied mothers, discussing the miracle remedy, begin a conversation with their grandmother, who reports that she cured her Petrusha, also with the help of Doctor Mom. The comical nature of the situation is that while the first two mothers have small children (maximum 8-10 years old), then Petrusha’s grandmother is a professor at the university and also a mama’s boy. And in the Fastum Gel advertisement, the audience is shown a different picture, the woman performs additional duties. Working as a trainer, she helps and cares for her students, smearing fastum gel on their injured knee. Returning home, she also helps her grandfather with an injured back. The willingness to come to the rescue and provide medical assistance, if necessary, based on this advertisement, is an integral part of a woman’s life.

The image of a woman as a sexual object is widely exploited by advertisers who understand that it attracts the attention of both sexes and also represents a beautiful, intriguing and mesmerizing spectacle. From this we can conclude that the next image we will look at will be woman sexual object. There are countless advertisements that use erotic overtones. Advertising campaigns often resort to sexual imagery in order to attract the attention of male audiences. For example, Prima (see Appendix 46) used erotic images when releasing new cigarettes and changing the design of the pack. An image of a blonde woman, wearing bright make-up and wearing minimal clothing, is superimposed on top of an image of a pack of cigarettes; the combination of these images can be interpreted rather ambiguously. And the Samsung company used 2 female images simultaneously as a business lady, as evidenced by the style of clothing, and the erotic aspect (see Appendices 47,48). In the next version, Samsung used Zhanna Frisky as a star face, a consumer of the product, and a girl with a revealing blouse as part of an advertising message that will attract attention. Thus, we see that all these companies exploit the female body as an eye catcher, naturally this is aimed at a male audience.

In addition to all the above images, there is one that stands out among the rest, because... this image is formed through the interaction of the female gender and manufacturers of cosmetic products for women (skin care products, feminine hygiene products, hair dyes, cosmetics, etc.), i.e. everything that is somehow present in the everyday life of any woman, based on this, this image can be called a woman who cares about her appearance. Regardless of their social status, women want to look good and use various tricks to achieve their goal, and cosmetics manufacturers take advantage of this desire. For example, the Vichy company (see Appendices 49-51) works precisely for this woman’s desire.

Not so long ago, the feminist movement placed women on a new level of the social ladder, which, naturally, was reflected in advertising, i.e. women began to appear in advertising not only as housewives, mistresses, but also as so-called Business lady.

A relatively new image of a woman, however, as mentioned above, even advertisers use it in incredible contexts, such as a woman who is not an expert (asks a lot of questions), a woman as a sexual object at work (“Marinka is a ripe berry!”), but even the image housewives have managed to knit with this image. Lenor advertising company “What do women think about at work?” clearly reflected that a woman at work does not think at all about pressing matters, but about the fact that “there is a mountain of unironed laundry at home.” This video was considered unethical in relation to women, discriminating against them as specialists, according to experts from the Samara Center for Gender Research, who participated in the preparation of a lawsuit against Procter & Gamble for violating the Advertising Law (Article 1 of the Law). “The Lenor video is not neutral; it promotes inherently discriminatory attitudes. Advertising clips depicting the life of a modern and successful woman only give the impression of being “advanced.” No matter how interesting and exciting the career may be, as the creators of the Lenor commercial tell us, a woman’s dreams and thoughts are not concentrated on official matters, but exclusively on the “washing and cooking” level.”

However, there is an equally fascinating example - the advertising company Sony vaio (see Appendices 52-55). A woman, being in the SPA center, near the pool, transforms herself with glasses and a jacket. Then the background is transformed - the poster is stretched, a video conference with the boss is turned on, and everything would have gone well if not for the cocktail that the waiter brought; when he appears, the scenery falls. Here we observe several subtexts: 1 - women take time off from work, 2 - women are inventive and prudent.

The considered female images are connected by a single pattern - in advertising aimed exclusively at a female audience they are presented in a positive light. At the same time, in advertising aimed at male or mixed-gender audiences, female images are shown in different contexts.

An integral characteristic of advertising is its “tempting and seductive” nature. This means that advertising not only attracts attention to the product, promises benefit, success, popularity to those who purchase it, but also creates a desire to own this product. The buyer must be encouraged to imagine himself as the owner of this product, and then this will certainly lead to its purchase. To do this, the advertising message must contain an object that will certainly become an object of desire. According to the psychology of advertising, this object is the female image, and the female body itself, which is a powerful stimulant of purchase. “Children come next in terms of the strength of the attractiveness effect. Then - animals, especially domestic ones, and only then - men. This is phenomenology." In connection with this distribution, it turns out that men are somewhat inferior to women in consumer preference. However, this gradation means that women are more open and even sometimes obsessed with being desired by men, which in modern society, despite the fact that women are becoming increasingly independent from male opinion, is still normal.

In advertising constructs, the female image is not only very different from the male one, but is also opposed to it, becoming subordinate to it. This stereotypical image becomes a confirmation of the cult of masculinity existing in society.

This is confirmed by the entire list of roles and images offered to women in advertising:

1) Fashion model, movie star, carefree girl. This is one of the popular images in advertising: a young, cheerful girl, unmarried and not working. She takes care of herself, spends her free time in clubs, shopping and chatting with friends. This image is most often used in advertising of leisure and entertainment, cosmetics, perfumes, soft drinks - with the slogans “release your feelings”, “give in to temptation”, “enjoy life”. The function of this image is to say with all its appearance: “Become like me.” And in order to do this, you need to use such and such cosmetics, such and such perfume, wear such and such brand of clothing. The main thing in this image is beauty, well-groomedness, attractiveness. This image has the greatest impact on the female half of the audience, since it is women who care about their appearance and will do everything to look like this girl from the advertisement. The desire to purchase an advertised product is often determined not only by the formed desire to look attractive, like this girl, but also by the desire to enjoy the attention of the opposite sex, which is often demonstrated in such advertising (shampoo advertising: a girl walks down the street, her hair is blowing in the wind, and every passerby the man turns around and looks after her). This type of advertising embeds a model of reality into the viewer’s subconscious - in order to achieve something in this life and gain success, a woman must be sexually attractive. This kind of thinking creates many social problems, since it greatly infringes on the rights of not only ugly women, but also the entire weaker sex in general, a priori forcing a woman to be subservient to the beauty industry. “In a consumerist culture (i.e., in a culture oriented towards continuous consumption - editor's note), where images not only reflect, but also shape society, the image often looks better than its referent, as a result of which the referent is constantly under pressure" “to reach” to a given ideal (measure up)”.

In addition, the image of a fashion model is an indicator of prestige for the advertised company. The beauty and status of the image are subconsciously transferred to the image of the company: if in the frame there is a famous woman with a large fee, and not a girl from the street, then the company is reputable.

2) “Sex-active” image of a woman who almost rapes men who are full of the right perfume, have fresh breath, and shave with good shaving foam. An example is an advertisement for Eclipse chewing gum (as soon as he eats the gum after dinner, the waitress takes it away). This image is used in advertising with a male audience and is an aggressive weapon to awaken a man’s desire to purchase this product. Advertising with this image hints to the owner of the advertised product to receive pleasure as a bonus. The image of a fatal, sexually insatiable woman is so effective in influencing a male audience because it awakens in the subconscious the archetype of “anima” - the archetype of the female primordial essence, combined with the archetype of the “shadow” - a natural, elemental, unconscious principle. This combination awakens in a man the desire to possess such a woman, and since this can only be achieved by purchasing the advertised product, the desire to possess is transferred to this perfume, chewing gum, or shaving foam.

This image not only secures a woman’s dependent position on a man, but also makes her overly emotional, dissolute, subject to immanent desires and not at all rational in making decisions.

3) “Simple-minded” - women aged about 30 years. Not very neat, not very well-groomed, often overweight, constantly in need of someone’s advice, because they cannot cope with their problems themselves. They listen to the advice of a wise friend and become fans of some product. Typically this image is used in advertising aimed at average women. The advertisement says, “I didn’t know how to deal with such and such a problem, but now even I have found a solution.” After using the advertised product, her life improves. This image gives the audience salvation; now they know how to solve their problems. Great emphasis is placed on the word “even.” “If she found a way out of this situation, then I can handle it,” the woman thinks, contrasting herself with the heroine, even if in reality she is one.

Such an image of a “simple woman” deposits in the subconscious the image of a woman as naive, stupid, and even somewhat limited, since her concept of happiness is limited to solving an everyday problem.

4) Homely wife, mother, housewife. This is the image of the keeper of the hearth, comfort in the house, and the health of her family. Her house is perfectly clean and tidy, dinner is prepared and the sink and stove are washed clean. The husband is busy somewhere - working, or looking forward to the delicious soup of his beloved wife. With the help of this image, along with the product, they sell a guarantee of love and family harmony, peace of mind. And the goods are food, household appliances, and vitamins. For a woman, this advertisement means “Do you want a home full of love, joy and happiness? With our product, not only will your dreams come true, but in addition you will become an indispensable member of the family, which will increase your importance and necessity.” The advertisement not only gives hope for an ideal family, but also assures that by purchasing Galina Blanca chicken seasoning, a woman will increase her status and role in the home. For men, especially those who are not yet married, the behavior of a woman in the image of a housewife paints for them a picture of ideas about how their family life should be structured - the wife will have to constantly stand near the stove, wash the floors and wash dirty linen. At the same time, the absence of a man in this type of video speaks of male incompetence in household matters, which, in turn, does not confuse the stronger sex one bit, because it just means that they are competent in other areas, more complex and serious. And it logically follows that a woman, since she is fluent in all the techniques of managing a household, cannot be competent in serious areas, and therefore cannot be a good employee of business enterprises.

An image of this kind is created in society, firstly, by the delimitation of zones of competence, giving a man the right to engage in respectable affairs and provide for his family, while preserving the household sphere for a woman, limiting her in the possibilities of self-realization in a professional sense. Secondly, a woman presented in the image of a housewife is remembered by the viewer as a fussy, picky and even uneducated woman, which is successfully included in the rank of social stereotypes.

5) “Wise friend” - a woman of any age who is not particularly tactful, because she believes that she can or even should give advice to everyone around her. She knows everything about the advertised product, sometimes carries a supply with her and generously shares with others, even if she is not asked. These are women from whom one can say that they have settled well in life - they wash the shirts of their successful husband, bleach the socks of obedient and affectionate children, and polish the floor before guests arrive. And due to the fact that their life is almost ideal, they have the right to give advice to others. For a female audience, this advertisement sounds like a call to make your life ideal, to become an adviser, teacher and give “master classes” on creating a model of family life.

Since the woman is again presented as an expert in the field of home improvement, this once again makes the viewer believe that in other areas the woman is incompetent and is trying to assert herself through teachings on everyday topics.

6) “Working woman” - divided into service workers and office workers. Service workers only need painkillers and laundry detergent in their lives. In the office, women need painkillers and deodorant. The very list of advertised products shows that it is difficult for women to cope with the role of a worker and therefore she is constantly in pain from excitement, and she is constantly sweating from fear. Also, the professions that women demonstrate in advertising are not very serious and active. Most often this is an accountant, teacher, salesperson, secretary.

This image once again reinforces in society the opinion of a woman as a frivolous worker, and creates negativity around her in this role - she constantly has problems and troubles, since her head, stomach and other parts of the body hurt.

7) “Business woman.” It is advisable to separate this image from the image of a “working woman”, since its prerequisites and goals are somewhat different factors. Business-minded and self-sufficient, she occupies a fairly high position; work and career are her main areas of interest, and female beauty is a secondary means of achieving success. A woman at a desk or with a folder of papers in her hand, in a high-tech interior, is the most common form of image. This image advertises office equipment, glasses, lenses, expensive perfumes, cosmetics and fashionable women's clothing in women's gloss. Represented professions: manager of a large company, doctor, lawyer, etc.

A woman in this image is an innovation in recent years. The advertising image of the last decade is mainly that of a business-like, self-sufficient woman. She views her youth as a source of freedom, and uses cosmetics only to ensure her freedom.

At this stage, advertising is a tool to undermine gender stereotypes, when they try to present a woman as an asexual being. Such tendencies are often not accepted by our traditional society; they are considered something alien and have no place in the conservative gender system. A woman is very often perceived as the main threat to the male world, since she is a destabilizing factor. Thus, the woman is forced again and again to adapt to the newly emerging situation. Now, in order to achieve some independence, she has to, while maintaining feminine qualities, acquire completely opposite masculine ones. This image is better perceived by a female audience (although not all), since it is more profitable and unconsciously more pleasant for a man to see a woman in a subordinate place, dependent on him. This advertisement reinforces the image of women's independence and ability to participate in political, economic and social life outside the domestic sphere. The image of the “business woman”, so actively promoted in America, is not strongly represented in the domestic advertising field, but with an increasing departure from the conservative gender distribution of roles, it is being used more and more.

In all images, the body of the heroines is slender and fit, the face is pretty. Only women in the images of “simple-minded” and “wise friend” are allowed to be fat. Women in advertising wear lighter clothes than men. As a rule, the clothes are assumed to be on or easily removed, which leaves it up to the viewer to solve the mystery of what is under the clothes. “Women in advertising are presented as picky, demanding in relation to the clothes they wear, as well as to the gestures that correspond to these clothes. But at the same time, there is every reason to believe that the character of a woman, created by an advertising costume, allows her to be considered less seriously in the presented social situations than a man.” A woman must necessarily be weaker than a man.

“The television screen is unmerciful in demonstrating female psychology in all its manifestations. In some advertisements we see a woman who is shown to the viewer as a victim of her own sexual obsession, aggression and fetishism (from just the smell of deodorant!).” With the help of this representation of a woman, stereotypes are formed about her role in society, the woman begins to lose her personality status and the sexuality of her body gains dominance over the entire image.

It is known that beautiful, luxurious and successful women are one of the main methods of attracting attention to advertising.

These days, advertising exploits female images everywhere. A number of studies have established that “in terms of the strength of the attractiveness effect, it is images of women that occupy significant positions. Next come children, then animals, especially domestic ones, and only then men” (Groshev 2000: 1). Thousands of products are advertised using female images: cars, cosmetics, weight loss products, alcoholic beverages, perfumes and much more.

Advertising as a mass media contributes to the formation of gender stereotypes, self-esteem and self-attitude of the audience, hence the need to study the peculiarities of perception of female images in advertising by potential consumers increases.

There are several reasons for identifying classifications of types of advertising female images in the works of authors conducting research in the field of advertising psychology:

I.V. Groshev highlights the image of a sexy woman, which is, in his opinion, the most common in advertising: “The pornographic female body used in advertising knows no restrictions... The advertising-pornographic genre using the female body is the most frank and “apocalyptic” of all “carnal” discourses" (Groshev 1999: 3).

Groshev also describes the image of an independent woman, which has recently appeared in advertising, especially in foreign advertising. “The image of a woman is transformed and presented from a completely unusual perspective for the domestic viewer. It is the woman who becomes active, takes masculinized positions, moves away from the usual role of wife, mother, and tries to realize herself as a person” (Groshev 1999: 3).

And the last image that can be highlighted is the image of a housewife. “The very unnatural passion of advertising women for routine household work, their manic obsession with maintaining cleanliness, selfless fight against microbes that threaten the family, permanent competition (wash cleaner, cook tastier, serve better) reveal the presence of a male component as a kind of background for the events depicted” (Groshev 1999 : 3).

According to D. Shimanov, female images are divided according to the corresponding basic stereotypical values ​​into images used in advertising for a female audience and images used in advertising for a male audience (Shimanov 2007).

Image of a carefree girl

One of the main images of women's advertising is a young, cheerful girl, not burdened with family and work. Her main activities are self-care and taking care of her attractiveness, winning new fans, relaxing at parties, dating, shopping, chatting with friends. The desire to be beautiful, to attract the attention of men, to arouse the envy of rivals - all this is recognized in advertising as the most important component of the personality of a woman of this type. Most often, this image is used in advertising of cosmetics and perfumes, drinks, and in advertising of recreation and entertainment.

Often the representation of this image is based on stereotypical ideas about women being more emotional than men. The woman in advertising is dependent on momentary moods and sensations. The following expressions speak about this: “trust your feelings”, “don’t be sad”, “give in to pleasure”, “tune in for the best”. The heroine of these advertising images is young, attractive, her world is joyful and carefree, life is easy.

The image of a wife and mother

Another equally common image is the image of a housewife, wife, mother. The life of this character is aimed at “family well-being,” maintaining comfort in the home, and caring for the health of loved ones. She knows everything and can do everything, perfect cleanliness and order reign in her house, this house is warm and cozy. This woman is an excellent cook, knows how to treat and how to eat tasty and healthy so that any family member can be healthy and energetic. This woman is promised that with the acquisition of this product, love and harmony will be established in the family, all matters will be settled, and her household will certainly notice and appreciate her efforts. In such advertising, she acts focusing on a man, on his opinion, on his needs, and not on her own, relying on external assessment. She acts this way because she strives to meet the social expectations that accompany these female roles, and, more importantly, she strives through her actions to earn the approval and praise of the male head of the family. This group includes advertising of food products, various household appliances, and goods for children.

Image of a business woman (business lady)

The third group of images presented in advertising is the image of a business woman. In it, such qualities as self-confidence, independence, and control over the situation come to the fore. The woman in the advertisement is mainly depicted in a business suit, with a determined look. Age here does not play a significant role in characterizing the addressee. This could be a young girl or an older woman.

In visual and verbal characteristics, first of all, her volitional qualities are updated. Work is not the only area of ​​women's interests. This also includes taking care of the house and oneself, one’s appearance; beauty for her is a means to achieve success. A woman at a computer is the most standard form of depiction of a working woman. This image is often used in advertising of office equipment, cars, perfumes and cosmetics. Oddly enough, the business style of a business woman is very popular for advertising fashionable women's clothing. The image of a mother and wife (the keeper of the home) - She knows how to do everything: cook, wash, clean, and treat - therefore there is complete harmony and order in her house.

The image of a carefree beauty - a cheerful, young girl with an active lifestyle, without family or work, constantly taking care of her appearance, seduces men.

In advertising intended for women, appeals to emotions predominate, and there is an evaluative, emotionally expressive characteristic of the product. Visual components are associated with a setting that is typical and natural for a woman - a sun-drenched beach, a calm sea, an image of nature, blooming greenery; home furnishings (easy chair or sofa, kitchen); image of shops, crowded city streets during daylight hours; the prevalence of light and bright tones over dark ones. If a specific product is advertised in women's advertising (for example, perfumes, food, accessories), then its photograph must be present and its benefits and beauty for a woman are described.

Advertising, given the male characteristics of the addressee, offers different psychological images, as well as different gender roles. These can be images of a gentle, dreamy girl or a bright, carefree, joyful girl, or a strict, independent, determined and purposeful adult woman. This could be a young mother, a caring wife, a business woman. But the main image will still remain the image of an attractive, carefree girl, concerned about her appearance and her popularity with men. In advertisements intended for a male audience, several images of women can be distinguished.

An image that can often be found in advertising aimed at men is stupid, short-sighted woman. Most often, this image is portrayed by young blondes or housewives who need advice or help from the stronger sex. This image can be found in advertising of equipment and cars. Often this advertising demonstrates the inequality of men and women.

The next female image found in men's advertising is the image beloved and loving wife or a woman who takes care of a man. As a rule, such materials are illustrated with photographs of couples in which the woman looks devotedly at her partner with love in her eyes.

But the most important and frequently encountered female image in advertising for men is image of a sexy woman. Obviously, the key to successful advertising in terms of its impact on the consumer is its tempting, seductive nature. Advertising not only promises pleasure simultaneously with the purchase of a product (“Bounty is a heavenly pleasure”), but also creates desire itself. And the first step on this path is to create the desired object. In men's advertising, this object is a woman or a woman's body, capable of not only motivating, but also awakening the needs of the buyer, as a catalyst for the sale of goods and services.

The persistence of gender stereotypes can be seen even in such world-famous women's magazines as Cosmopolitan, Glamor and Essence: over the past forty years, their dominant topic has been and remains “how to get and keep a husband” and the related problem of “how to become more beautiful.” Researchers agree that in reality the only goal of such women's magazines is to turn a woman into a doll that will become an object of male consumption. But even seemingly gender-neutral publications also make a similar mistake. The ongoing research gives grounds for the conclusion that the press typically views a woman as an ornament, a doll, or her husband’s property. This is reflected in the description of the woman’s figure not as a separate person, with her own name, but in relation to the status of a certain man.

Thus, women are conditioned to believe that they can only have any significance as a shadow of their husband, so being owned by a man is a typical female way of being. Consequently, getting her own husband becomes perhaps the most important task in a woman’s life.

Almost all of the images presented, including the more emancipated “business woman,” look at themselves through the eyes of a man, imagining themselves as the object of his desire.

The female body shown in advertising today has a rather new function. Beauty is no longer considered as a unity of image, but allows us to highlight certain parts of the female body. Such division occurs, on the one hand, depending on the needs of the advertised product, and on the other hand, it takes into account the traditionally sexually attractive parts of the female body. “The beauty of the desired woman suggests the individual parts of her body, the most “integumentary”, the most animal” (Miliakk 2002: 45). The use of such an element in advertising is based primarily on the characteristics of the psyche, perception and fantasy of a man, since the visual analyzer is the most sensual erotic channel for him. Showing a woman's shoulder, neckline, and upper thigh (elements of eroticism and sexual irritation) stimulates the man's imagination to independently complete the scene provoked by the advertisement, the missing segment of this advertising-gender discursive circle, thus involving the viewer in a certain game involving the advertised product. In other words, the female image, body, figure, etc., capable of awakening the needs of the buyer, often in a somewhat perverted way, are used in advertising as an object of sexual exploitation, a stimulator of buyer needs, and a catalyst for the sale of goods and services. As a result, for men, the female body in advertising is a call to what they should do: having bought it, possess it.

The woman in advertising is not internally free. She lives within the framework of the program laid down by the advertising producer, a stereotype that constantly gives birth to the same plot and reproduces the same scenario, where she, a woman, is destined for the only role that she plays in a complementary vacuum among men, namely the role of a “catalyst” customer needs and incentives for selling goods and services. In addition, the circumstances of working in commercial filming, when a female actress exposes herself to an unceremonious public (mostly male), are similar to the everyday situation that puts a woman in the position of a victim, although it seems to her that she is the one running the game.

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Bibliography:

Miliakk K. Woman on the screen / Ontopsychology., 2002. - No. 8. 264 p.

Skornyakova S.S.. Current problems in communication theory. Collection of scientific works. - St. Petersburg: SPbSPU Publishing House, 2004. - pp. 225-231.

Wells, W., Burnet, J., Moriarty, S.. Advertising: principles and practice / W. Wells, J. Burnet, S. Moriarty; (translated from English) - St. Petersburg: Peter Publishing House, 1999 - (Series “Theory and Practice of Management”). - 96 s.

Advertising is not only a certain system of presenting objects that programs the consumer to purchase a particular product, for this or that behavior, for certain relationships, but also a kind of ideological construct that builds a system of symbolic values: social, moral, gender, family, etc. .

The desirability, beauty and attractiveness of the female body for a man served in the 20th century. the basis for the commercial use of her image in advertising. Showing a woman's shoulder, neckline, and upper thigh stimulates a man's imagination and forces him to buy the advertised product. At the same time, it is not he who is important to him, but the image of a beautiful stranger he fantasizes, who becomes a subconscious object of sexual desires. A woman's image, body and figure can not only motivate, but also awaken the needs of the buyer. They are used in advertising as objects of sexual exploitation, a stimulator of customer needs, a catalyst for the sale of goods and services. As a result, for men, the female body acts as a call to what they should do: having bought it, possess it.

The advertising image of a woman is very different from the one that can be found on the street or at home: pointed, protruding breasts, visible through transparent thin clothes, high heels, pointedly long fingers with sharp and bright nails, a necessarily slightly open mouth with bright scarlet moist lips and the tip of the tongue, a hard, tense body protruding all kinds of bulges. At the same time, the image of a gentle, slender, miniature female figure, devoid of body hair, with “weak muscles,” whose shape is rounded and whose skin is soft and smooth, remains in memory. This body should not testify to strength, power, independence and courage.

Now let's turn to advertising that is addressed to men and can interest them. Products offered to men primarily add and emphasize the beauty of a man’s appearance. Advertising for cars, alcoholic beverages, cigarettes, tools and types of insurance is aimed at a male audience. This also includes men's clothing, accessories, escort and erotic services, hygiene products, etc. The most frequently broadcast types of male advertising are divided into types such as “a man is a family man”, here the man is the head of the family and everything is concentrated around him. “A real man” - this stereotype is a collective concept: a real man is strong, smart, with money and good taste, a full-fledged personality. An example is the advertisement of Samel cigarettes, which preaches male independence.

Things that are unpleasant for men are advertised in a completely different way. Medicines for prostatitis, for example. The “weak man” is embarrassed by his illness, so he hides his face from the viewer. In most cases, the man simply does not appear in the frame when solutions to his sensitive problems are advertised.

The technique of endowing the product itself with a feminine or masculine character is often used. Products of impulse demand and household chemicals are most often endowed with “feminine” traits - capriciousness, femininity, and sensuality (advertising for chewing pads, sweets). Food products can be endowed with a “masculine” character, for example, the image of Sam Samych - a businesslike, self-confident “man” (Pelmeni Sam-Samych - “Dumplings without haste”).

A man in commercials looks like a hero in any case, even when he “can’t cope with fat or ingrained dirt” - (Mr. Muscle), and even more so in the case of drinking “Arsenal Beer - with a masculine character” or smoking “Marlboro Cigarettes” " - for real men". In addition, we can see the image of a man for whom “male friendship” is above all - in advertising for beer or mobile communications. Recently, images of a “loving father” (diapers, juices) and an “attentive husband” who appreciates a woman for her ability to cook deliciously (broth cubes, semi-finished products) have begun to appear. We see all this every day on our television screens, in newspaper and magazine advertisements, hear on the radio and receive from Internet sites.

1.Image of mother and wife(keeper of the home) A housewife (a good mother and wife) who constantly takes care of the health and well-being of all family members. She knows how to do everything: cook, wash, and heal - that’s why her house is in complete harmony and order. At the same time, she always smiles - she rejoices at the washed stains, clean dishes, the smell of the dish, screaming children and a tired husband, as well as her mother-in-law and neighbors. With the purchase of the advertised product, a woman will be able to solve another household problem faster and easier. And her husband will appreciate her efforts.

2.The image of a carefree beauty. A cheerful, young girl with an active lifestyle, without family or work, constantly takes care of her appearance, seduces men, relaxes at resorts and parties, and goes shopping with her friends. She is subject to a sharp outburst of emotions and momentary desires. With the advertised product, she can meet the best guy, become the best among her friends, get to the best places and get new sensations and pleasure.

3.Image of a business woman. Confident, independent, purposeful. A strong-willed woman with a strong gaze. She runs a business, manages a team, negotiates. The advertised product helps you achieve success in business, control the situation, plan, that is, work and climb the career ladder.

4.Image of a sexy woman. A woman with an ideal figure, often almost naked, with a mysterious expression on her face. The advertised object evokes a desire to own and attracts. Used to promote any product or service.

5.Image of a frivolous woman. A charming blonde with a blank look who is looking for a man’s support and help. Dominance of a man over a woman. The advertised object is a status object of superiority.

6.The image of a beloved woman. A devoted woman paired with a man. The advertised product is intended for consumption by two.

7.Image of a businessman. The man has a high social status and a good career in a large company. He is stern and purposeful. The product satisfies needs associated with achievement, power, prestige.

8.The image of a strong hero of the winner. The man is half naked, runs, swims - wins. Sometimes he hugs a woman. The product actualizes the need to be first and strong.

In the vast majority of advertisements, women appear in two roles: as a sex object and as a “housewife mother.” First of all, in advertising, relationships between men and women have an erotic connotation and are reduced to “flirting.” In this case, the woman acts as an object of male desire. The personality of the woman herself is not reflected in such a situation. For men, the female body in advertising is a kind of guide to action: having bought it, possessed it. For example, in an advertisement for another new phone with a built-in digital camera from Samsung, a young man secretly tries to take a photo of a beautiful, slender girl passing by. Noticing this, she herself approaches him. Not satisfied with her appearance in the photographs already taken, the girl takes photographs of herself. At the same time, he takes candid poses on the hood of the phone owner’s car.

The sexuality of the female image in advertising is also intended to be emphasized by clothing: it is lighter, unlike the clothing worn by men. The woman in most advertising products is only half-dressed, and if she is dressed, then, as a rule, during the course of the advertising plot she necessarily takes off some elements of clothing. For example, in an advertisement for SHANTU shampoo, shown recently on domestic television, a girl looks invitingly at a young man passing by, and sees the reason for his lack of attention as being that “my hair looks sticky by the end of the day.” Note that at this moment the heroine of the video is wearing a business suit. In the next part of the video, the girl walks with voluminous hair (this is after she has used the advertised shampoo) and the young man, seeing her, holds the elevator doors. But in addition to her hairstyle, you can notice that instead of a nondescript business suit, the heroine is wearing a light, tight-fitting dress with a large cutout in the front. The question arises: “What did the young man pay attention to? For the hairstyle or for the erotically accentuated figure?” A woman is dressed before an advertisement and then undressed in the advertisement.

Appearance plays a very important role in the life of every person. Most men and women do not live up to written ideals of beauty. At the same time, the modern female standard of beauty - the image of a tall, long-legged, thin girl - is practically unattainable. Women in advertising are often dissatisfied with their appearance and need the attention and admiration of men to improve their self-esteem. For example, in an advertisement for Dove soap, a young housewife raves about the soap, which does not dry out her skin, and says that she “has begun to like her husband and children more.” Note that the primacy of the husband among those who are important to the heroine is emphasized here. The main problem for a woman is to win the attention and approval of a man. In an advertisement for Palette hair dye, a woman worries that the former romanticism has disappeared in her relationship with her husband, that he has stopped calling her “swallow.” The culprit seems to be bad hair dye. And again the “savior” appears in the form of a “male specialist”, recommending Palette paint: “It will return my husband’s memory.” Again the same problem - to win male attention.

Speaking about the image of a woman in the role of a “housewife”, it is worth noting that she only does housework, takes care of children and her husband. Her personal desires and aspirations remain behind the scenes. In an advertisement for the domestic toothpaste “32 Pearls,” the woman is the only one who cares about the health of her family; she is the only one who worries about her loved ones. After all, the circle of family concerns is her world.

While the image, behavior, and roles of a woman in commercials are a reflection only of her biological sex in accordance with the patriarchal tradition, the behavior of men serves as an expression of their social status and personal individuality. The range of male roles in advertising is much wider than that of female ones. The man, as a rule, appears in the role of a professional, to whom in most videos the woman turns for advice. In most advertising products, questions are asked by female characters. We can say that the level of professionalism is a social characteristic of gender. A good illustration of this is the following descriptions of commercials. Advertisement for “LOSK” washing powder. The heroine is a woman. She is concerned about a stain left on her dress after washing. And then a competent “male specialist” appears, who, in a form that is understandable to the point of primitivism, explains to the hostess that “if it’s clean on the inside, then it’s clean on the outside.” Thus, the woman is portrayed as a narrow-minded housewife who needs "scientific-based" advice from a man regarding the choice of powder. The failure of life of a woman who needs constant care from a man, without whom she will simply disappear, is emphasized. Advertising for Tide washing powder is essentially very similar to advertising for LOSK powder. Only here, in addition to the stereotypes mentioned above, women housewives are stereotypically depicted: middle-aged, outdated, unfashionable, unprogressive and even somewhat primitive (this is evidenced by their manner of expressing their own thoughts).

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