GENDER IMAGES IN COMMERCIALS

The article deals with the issues of gender images in commercials. It covers the gender perspectives found in the English TV advertising on the analysis of visual mail and female images. The aim оf the article is tо study theoretical aspects of media discourse research, to analyze linguistic features of gender representation in English media discourses. It includes infоrmatiоn abоut the media discourse, its linguistic features and types; describes the nоtiоn оf gender and linguistic means that represent gender in discourse. It shоws varied linguistic features of the women language and men language, their character, image, etc. It can be emphasized that there is still a dominance of stereotypes regarding the images of men and women that relate to such characteristic features as: appearance, habits, social, personal, professional relationships, social roles and responsibilities , etc. It is proved that advertising dictates to people and contributes to the formation of a certain way of life, points to the process of gender standardization, divides society according to institutions and gender roles, it participates in the formation of a person's living environment, perception of norms and everyday life, it is a connecting link between a person and society.


Introduction.
The chosen topic is relevant as social and cultural peculiarities of people and nations represented by gender are one of the most actual topics of present life. There is a large amount of material on gender in media discourse, these two components separately, gender and media discourse, have great value and weight for understanding the world and the order of things in it and are much researched, but their synergy represents an even more significant and important issue. The subject of the study is the involvement of gender and its place in the English media discourse. The object of the research is the peculiarities and specificity of gender relations in linguistics and English commercials.
The aim of the study is to determine the meaning and place of gender in the information world of mass media, is to obtain an analysis of the content and methods of constructing gender stereotypes in television advertising by identifying the features of non-verbal and verbal behavior of men and women in television commercials.
Research methods. The objectives of the research and the object and the subject of the research require a comparative-historical method, a cultural one, it is necessary to make some observations according to the issues of gender manifestation in the media, with the help of an analytical method to follow the data and information of subject textbooks and articles that can provide information according to our topic , to carry out a practical analysis of media material that will make it possible to reveal the situation and questions about the quantity, quality and presence of gender in the field of mass media.
The idea of gender images in mass media is presented with the help of various images and lexical means that help to form one's own idea about certain aspects of masculine and feminine qualities.
The modern period of development of any society is characterized by high dynamism, complication of all social relations, transformation of social roles, structures and institutions. However, in such conditions, society needs certain mechanisms that support its internal stability. Such a function is performed by social stereotypes, which play the role of defenders of existing orders, the system of connections and relationships that have developed. The most significant among social stereotypes are gender stereotypes, because they are "initial ways of expressing the essence -something that can be instantly transmitted in any social situation, something that hits the target when characterizing a person" [4, p. 19]. Gender stereotypes shape the values and ideals of society, help a person to adapt in constantly changing conditions, at the same time they establish a form of stratified, stratified behavior, which is characterized by certain social statuses, behavior patterns and means of achieving success.
Currently, the influence of mass communication media as relayers of mass culture samples is extremely large. Of special importance in this series is advertising, which is by its nature a peculiar form of communication, interaction and mutual influence of people. Television advertising is the most significant advertising channel and element, because with its help, specific attitudes are actively formed in society, which determine the norms and styles of social behavior of people, as well as the defining value aspects of their existence.
It can be assumed that modern television advertising broadcasts well-known In creolized texts, the advertising message is transformed into a visual-verbal construct, in which visual elements can be dominant, and objects act as semantic markers with a predominance of iconic components denoting statuses, roles, etc., or emotional-sensory components that clearly demonstrate the features of social differentiation in the communication space .
A particularly important element that most fully reflects the visual component of the advertised product is the image of the main character of the commercial, which consists of the physical characteristics of the characters, the features of their appearance and clothing. It is the image of the main character that is aimed at the potential consumer and exerts an influence on the viewer's subconscious, contributing to his identification with the advertising character.
Analyzing the visual characteristics of the main characters, we note: in the commercial, the viewer most often observes a man with dark hair, while a woman's hair color is not a constant, which is probably related to the variability of her appearance in modern society (although the preference is still given blondes -40 to 54%). The facial features of the main characters in the TV commercials are poorly defined. Currently, great importance is attached to additional elements of appearance: glasses, tattoos, mustaches, beards, etc. This sign is especially evident in male representatives, yes, it is expressed in them in more than half of commercials.
Moreover, much stricter requirements are observed for women: glasses are mainly present as additional elements of physiognomy. Advertising, even with emphatically youth content, does not reflect such elements of appearance as tattoos and piercings in female images.
There is a slight difference in the physical training of the advertising characters.
74% of men have an athletic physique, 13% of non-athletic physiques from the share of male physical characteristics in advertising. The smallest percentage of men is shown with an excessively slender physique. Femininity in television advertising is manifested due to a sports figure, a full or excessively slender figure for heroines is generally not characteristic.
The female image in television advertising is particularly clearly structured and very persistently popularized: athletic physique, neat appearance, moderate make-up clearly show the predominance of certain fashion trends in the appearance of female characters. There are rare cases of the use of elements of eroticism in the presentation of female images, such as showing the shoulder, cleavage, legs, and the silhouette of the naked body. The attractiveness of advertising heroines is calculated both for men, whose desire to communicate with a beautiful woman is intertwined in the mind with the desire to own a product, and for women themselves, who want to conform to a certain "ideal type" [2]. This stimulates the imagination of consumers to further complete the advertising message, involving them in a certain game with the participation of the advertised product. The results of a sociological study of modern television advertising convincingly demonstrate the dominance of stereotyped male and female images, which determine, firstly, the qualities and characteristics that can be used to describe the appearance of men and women, and secondly, normative patterns of interpersonal, intergroup and professional behavior, which are traditionally attributed to persons of male or female gender; thirdly, the arsenal of social roles culturally determined by society. At the same time, the gender asymmetry of modern society is reproduced by means of non-verbal communication and, as a result, gender inequality is entrenched. Besides, it can be said that the gender stereotype of a woman's behavior model is contradictory, as the image of a woman is given different information. Gender stereotypes are a recurrence of patriarchal consciousness, which has been in the mass media for a long time, this phenomenon distorts public consciousness and prevents the proper development of society as a whole. Centuries-old traditional stereotypes are outdated, but they exist in our lives. It follows from this that it is very important that the mass media do not reinforce stereotypical images of men and women, but on the contrary, help to change them with the development of public consciousness. In the future, gender stereotypes need changes to overcome the lag behind the needs of modern youth society, which needs the active realization of women's creative potential in various professional and personal spheres.