The question of gender discrimination and stereotyping still remains the actual one in the 21 century. The concept of “gender” as “social basis” assumes studying of the gender stereotypes ordering one line of role behavior in a family and society for men, and others for women. Certainly, gender stereotypes really exist, and they are various in the different countries and during different historical eras. Despite the extensive data of researches, discrimination is widely used in the sphere of mass media, which uses gender stereotypes to attract attention from the necessary auditory or satisfy their own purposes. There are diverse situations where gender discrimination may be expressed through advertisements: the most typical are job advertisements and commercials.
As stereotypical representations together with strongly marked discriminative elements are widely represented in advertisements, it is essential to determine the ways of how gender discrimination and stereotyping are used in such types of advertisements as job offers and commercials. Recently, it was a common thing for the employers of the United States to discriminate the people on the race, the basis of age and sex in the advertisements of jobs. These practices are illegal in some developed countries; however, a large number of the population of the world still works in the labor markets where the advertisements may be permitted. The advertisement-based discrimination is widely presented throughout the job offers where employers exclude potential applicants on the basis of gender, race or some other features. As a criterion of referring a job to discriminative one can be mentioned the situation when the employer writes an advertisement with the restricted requirements. .
ales because such images might scramble their brains. As it is obvious, sexual appeal is one of the essential criteria for creating a successful advertisement image, and human body of the opposite sex is the most productive way of advertising. According to Demos and Segal (Demos, Segal 23), discriminative attitude towards women by means of the usage of their images in advertisement is popular because there is a stereotype that women always draw attention; therefore, they participate in various types of commercials, starting with female hygienic products and lingeries to banking services and insurances. While advertisings for women almost vanish in the modern market, sexy women body is not going to leave the screens in the nearest future. The authors draw the conclusion (Demos, Segal 25) that woman and her body are indispensable objects of successful advertisements.
