Abstract
The article deals with a comparative and educational analysis of the specifics of the presentation and functioning of a female image in advertising for men's glossy magazines MAXIM and Esquire in the USA, Russia and Sweden. As a result of typological analysis, it was revealed that MAXIM is a narrowly targeted publication of an erotic nature, Esquire is a publication of general interest. At the same time, magazines of the same brand in different countries are similar in audience orientation, purpose, main headings, frequency, only the circulation volume differs significantly. The results of the content analysis and the comparative method indicated that the American and Russian MAXIM often sexually objectifies a woman, presents her image in advertising through the prism of gender stereotypes. Esquire magazine in the USA, Russia and Sweden exploits female images much less often, trying to build an image of collegial relationships between the sexes.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
