Младите хора, джендър стериотипите и рекламите
Young people, gender stereotypes and advertisement

Summary/Abstract: This paper aims to delineate gender stereotypes in perceptions of popular TV ads among young people in Bulgaria. TV ads present very important instrument for young people’s socialization and they reproduce main gender stereotypes concerning men’s and women’s images and roles in society. Sexual stereotyping and women’s discrimination is an organizing principle in many TV ads of commercial products where women are shown as naked, seducing men and representing cleaning products, cars, home appliances, alcohol, etc. Based on the data of the survey conducted among 533 students from 8 Bulgarian universities, the results show that half of the young people are sensitive and critical towards demeaning images of women in TV ads whilst one forth of them report that they like these TV ads.

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