THE MAN IN ADVERTISING: TRADITIONAL VS MODERN APPROACH
Elena MUREA, Universitatea de Stat din Moldova
Аннотация
In advertising from the 1950s to the 1970s, men were often depicted as authoritative and powerful figures, symbolizing success and strength. Traditional advertisements reflected gender stereotypes, with men portrayed as active,
dominant, powerful, and occupying leadership roles, while women were often shown in secondary roles. This type
of advertising reinforced the image of men as free and protective, aligning with the social values and norms of the
time. In contrast, modern advertising adopts a more diverse and nuanced approach. Men are now represented in ways
that reflect the complexity and variety of their experiences. Contemporary ads emphasize emotions, vulnerability,
and the diversity of male roles, highlighting that men can be equal partners in both family and career. This shift reflects a broader change in social perceptions of gender roles and promotes a more inclusive and authentic image of
masculinity.
Keywords: man, advertising, marketing, gender stereotype, masculinity, dominance, traditional roles.
