GENDER-ORIENTED ADVERTISING AND PECULIARITIES OF ITS TRANSLATION IN LATVIA

Abstract

Advertising both serves as a mirror of existing values in the society and makes an impact on them. By using stereotypes adverts can perpetuate them. This research explores the use of gender stereotypes in Latvian advertising from 2010 to 2023, with a particular focus on content in the men's magazine Klubs and the women's magazine Ieva. Through a qualitative and multimodal discourse analysis, the study examines how advertising reflects and perpetuates societal values through the use of gender stereotypes. To provide a broader view of the discussed issues the authors also consider adverts in other media and give a wider context of the gender stereotype discussion in Latvia. A brief insight into advertising in Latvia in 1920s and 1930s shows the existence of gender stereotypes, some of which are still present today. Modern stereotypes about women and men as depicted in adverts are analysed, along with non-stereotypical adverts that are becoming more numerous. The research finds that while a shift toward fewer gender stereotypes is visible in Latvian advertising, this change is not significant or widespread. In contrast, regions (for example, Rēzekne and Ogre still) exhibit more traditional and objectifying portrayals of gender roles. Results suggest that the translation of advertisements plays a crucial role in either reinforcing or breaking stereotypes, with recent examples showing both tendencies. Despite a gradual shift towards non-stereotypical portrayals, gender stereotypes in advertising remain deeply rooted in Latvian society, particularly in certain regions. The novelty of this research lies in its comparison of gender stereotypes across different time periods and media, particularly highlighting the evolving portrayal of women and men in advertising. Furthemore, the study pays specific attention to translated advertisements, revealing both the persistence of stereotypes and cases where they are being gradually challenged.