МАСКУЛІННІ ОБРАЗИ В РЕКЛАМНОМУ ПРОСТОРІ СУЧАСНОЇ МЕДІАРЕАЛЬНОСТІ (НА ПРИКЛАДАХ УКРАЇНИ ТА ПОЛЬЩІ)

Abstract

In the article, based on the analysis of advertising content of the Ukrainian and Polish media space, the main aspects of the production of masculine images by advertising means are identified. The main cultural stereotypes in the image of men are identified, the role of advertising in the contemporary media discourse is shown through the introduction of modern myths into media texts and the production of mythologeme. It is shown that the production of masculine images in the advertising space of contemporary media creativity is characterized by reliance on gender stereotypes. Images of men are used both in segmental advertising aimed at male audiences and in universal advertising. The man appears as a competent specialist in technical issues and household problems. Often, advertising products use the contrast of gender stereotypes in which a man is portrayed as a macho, successful, winner. The source of gender stereotyping is, first of all, the socio-cultural foundations of the distribution of social roles, that is why in the advertising space there is social control over the production of discriminatory elements based on gender differences. And secondly, the established tradition of gender communication. A form of discriminatory advertising on the basis of gender is machismo as an excessive and demonstrative masculinity. At present, there is a practice of social control of the advertising space regarding the use of gender stereotypes. The problem of legal regulation of the use of masculine or feminine images is linked to the direct definition of clear criteria that would stigmatize a particular advertising product as gender discriminatory or non-discriminatory. Currently, there is a trend of universal portrayal of men and women in non-stereotypical promotional activities. Masculine imagery is an instrument of modern myth-making, primarily through the production of myths about war. Contemporary media discourse, including advertising discourse, is characterized by the introduction of modern myths into media texts and the production of mythology. The dominant advertising image of lmilitary mythologistsr is a male stereotype based on the thesis lwar is a man's businessr.