Sexism in the advertising discourse of Ukraine

Khodachuk Y., Maslova Y. Sexism in the advertising discourse of Ukraine. Journal of Education, Health and Sport. 2021;11(11):207-213. eISSN 2391-8306. DOI http://dx.doi.org/10.12775/JEHS.2021.11.11.020

https://apcz.umk.pl/JEHS/article/view/JEHS.2021.11.11.020

https://zenodo.org/record/5757721

The journal has had 5 points in Ministry of Science and Higher Education parametric evaluation. § 8. 2) and § 12. 1. 2) 22.02.2019.

© The Authors 2021;

This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland

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Received: 03.11.2021. Revised: 10.11.2021. Accepted: 04.12.2021.

СЕКСИЗМ У ДИСКУРСІ РЕКЛАМИ УКРАЇНИ

Ходачук Яна, Маслова Юлія

Національний університет «Острозька академія»

У статті визначено причини використання сексистської реклами в українському медіа дискурсі та її вплив на формування жіночого образу та соціального добробуту. Проаналізовано сексистські рекламні кампанії українскьких організацій.

Ключові слова: сексизм, реклама, об’єктивація, стереотипізація, медіа

Sexism in the advertising discourse of Ukraine

Y. Khodachuk, Y. Maslova

National University of Ostroh Academy

Anotation. The article identifies the reasons for the use of sexist advertising in the Ukrainian media discourse and its impact on the formation of women's image and social well-being. Sexist advertising campaigns of Ukrainian organizations are analyzed.

Key words: sexism, advertising, objectification, stereotyping, media