ADVERTISING AND GENDER STEREOTYPES
Elena MUREA, Universitatea de Stat din Moldova
Abstract
Advertising and gender stereotypes constitute a complex theme that explores how the advertising industry perpetuates or undermines traditional gender roles in society. Each year, a variety of advertising techniques are employed to construct and reinforce gender stereotypes, shaping the perceptions and expectations of consumers. From
portraying women in stereotypical roles to excessively promoting masculine traits, advertising influences public
opinion and contributes to the perpetuation of gender inequalities. The impact of gender stereotypes in advertising is
significant in society, affecting how gender identity is portrayed in the advertising space and impairing the creation
of a fair and authentic image.
Keywords: advertising, branding, commercial communication, consumer, stereotype, promotion.
