Gender stereotypes of femininity in French advertising discourse

Doklady Bashkirskogo Universiteta. 2018. Volume 3. No. 1. pp. 128-132.

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This article considers gender stereotypes of femininity on the material of French advertising discourse, the analysis of which showed the predominance of stereotypes of femininity-masculinity and distribution of family and professional roles. At the same time, if earlier the stereotype of femininity was attributed exclusively to such characteristics as dependence, caring, anxiety, low self-esteem, emotionality, the texts of advertising demonstrate a somewhat modified image: let the set of social roles assigned to it remain the same, but the model of behavior is changing, from now the woman in advertising is active and self-confident, even somewhat aggressive.