Stereotypy płci w reklamie w percepcji kobiet

Abstract

A purpose of this article is to present the problem of gender stereotypes in advertisement. Theoretical part of it was the base of 4 hypotheses which were then verified. The problem of gender stereotypes in advertisement is widely discussed because it is ambiguous. Stereotypes may intensify the process of identification and therefore improve an affectivity of the advertisement. But it should not be forgotten that gender stereotypes may also offend customers by depriving them of their right to be treated as separate and exceptional individuals.