GENDER STEREOTYPES IN TV ADVERTISING : KAZAKHSTAN'S EXPERIENCE

Abstract

The article deals with the use of gender stereotypes in television
advertising and their impact on the audience. The types of gender stereotypes
that are often used in advertising production are identified, their advantages and
disadvantages are highlighted. For this, the experience of a number of countries
in the use of gender stereotypes is taken into account and the image of a woman
is discussed there. In addition, the use of stereotypes as a means of propaganda,
their impact on the mass consciousness and their dangers have become the main
subject of research.
Today, the attitude of the audience towards advertising has changed. If
earlier consumers accepted advertising stereotypes without objection, now such
an attitude is alien to them. This is why marketers prioritize the notion that “bad
communication is more likely to work against a brand.”The scientific work determined that the new stereotypical processes in
advertising reflect deep internal changes in the system of values that underlie
culture and society.