Veiksnių lemiančių vartotojo modernų požiūrį į lyčių vaidmenis reklamose nustatymas

Abstract

It can be noticed that advertisements that consumers encounter every day often use stereotypical, established and traditional gender roles. This paper analyses the role of gender perceived and defined in scientific works, clarifying the difference between traditional and modern gender roles. Also, the aspect of the formation of the user’s attitude and the representation of gender roles in images (in this case in advertisements) are reviewed. Taking into account what has been stated, this paper solves the research problem – how to determine the factors that determine the consumer’s modern attitude towards gender roles in advertisements. Therefore, the chosen object of this work is the determination of the factors that determine the consumer’s modern attitude towards gender roles in advertisements. The aim of the work is to determine the factors that determine the modern consumer’s attitude towards gender roles in advertisements and to provide recommendations. To achieve the selected work goal, two research methods were used: qualitative (content analysis) and quantitative (questionnaire online survey). In order to carry out an in-depth study of the work object, a quantitative study was chosen, which was supplemented by a qualitative study as an auxiliary tool.