WIZERUNEK KOBIET W PRZEKAZACH REKLAMOWYCH – PRZYKŁAD KAMPANII PROWADZONYCH W MEDIACH TRADYCYJNYCH I SPOŁECZNOŚCIOWYCH MAREK: WARKA, AXE I BODYFORM
THE IMAGE OF WOMEN IN ADVERTISING MESSAGES – EXAMPLE OF CAMPAIGNS CONDUCTED IN TRADITIONAL MEDIA AND SOCIAL MEDIA CHANNELS OF WARKA, AXE AND BODYFORM BRANDS

Summary/Abstract: The image of women in advertising messages is often presented in a stereotypical manner. In this form of communication, the female gender often plays schematic, culturally assigned roles: mother, cleaner, cook, admirer of men. Such a way of constructing a message negatively aff ects the perception of women and refl ects a stigma on their family, social and professional lives. The purpose of the article is to show the image of women in advertising messages, and to indicate what changes have occurred in this area. The research problem chosen by the authors is to indicate how the image of women is presented in advertising and how it aff ects the non-advertising reality. A synthetic method was used, in addition, ethnographic observation was also used. The authors adopted the thesis that the representation of the image of women in advertising messages has changed over the past 10 years.

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