Lyties stereotipai lietuviškoje reklamoje: vartotojų nuomonių analizė
Gender Stereotypes in Lithuanian Advertising: Analysis of Customers’ Opinions

Summary/Abstract: Advertising in general sense is oriented towards consumers – individuals of certain gender, social class, age group, etc. called the target group. Therefore, advertising aims to make an impact on a particular target group and to reflect its taste, demands, understanding of certain issues. It as if reflects predominating points of views and attitudes. That is why various stereotypes predominate in advertising; they not only reflect but also multiply stereotypes for consumers, create, acknowledge or even form opinions. Aim of the article was to disclose gender stereotypes that predominate in Lithuanian advertising on the basis of Šiauliai city customers’ opinions. Main objectives: 1. To describe main features of advertising and to single out the aims and functions of advertising; 2. To present the conception and essential features of gender stereotypes; 3. To identify the predominating gender stereotypes in Lithuanian advertising on the basis of the empirical research carried out. The following methods were applied in the work: analysis of scientific literature; a questionnaire. Results of the empirical research showed that advertising most often is being noticed on television (96,7% of the respondents). As a major part of the respondents stated, advertising was assessed positively – this was proved by more than 46%of the respondents. However, some of its features, e. g. insertion into the most interesting place of a film or show (the opinion of 68% of the respondents), annoyed people very much. Research results showed that to the respondents’ mind, goods and services were rather advertised by women than men (more than 66% of the respondents singled out the following goods being advertised by women: food products, cosmetics, everyday appliances, etc.); and the predominating stereotypes were the following: of women – housewives taking care of their beauty and sexy women; of men – sportsmen, businessmen, family men and men who take care of their appearance. In Lithuanian advertisements sexuality of women and womanhood as well as men’s power and manhood are highlighted.

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