WIZERUNEK KOBIET W REKLAMACH
THE IMAGE OF WOMEN IN ADVERTISING

Summary/Abstract: Advertising is an indispensable element of contemporary reality, and however sincerely one might wish to, it is impossible to avoid it. The stereotypical role of women in advertising consists of caring for the home and children and being a sexual object. By influencing the psyche of the people around women (e.g. partners), advertising can, to some extent, interfere with women's lives. It can also have a negative effect on their self-esteem. This is linked to the unrealistic image of a woman who is always young and attractive, as created through television. The image, familiar from advertising, of a woman appearing solely in the traditional role of mother and wife is outdated and no longer relevant. These conclusions are confirmed by an analysis of advertising content and by the results of studies conducted in recent years on how women perceive advertisements and the stereotypes they contain regarding women's roles.

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