Gender Issues in Russian Advertising

Student: Bobrovskaia Elizaveta

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2024

This study is focused on the stereotypes about men and women in modern Russian video advertising (2020-2024). During the study the in-depth interview method was used to identify both: the stereotypes themselves, which are peculiar to young Russian consumers (18-35 years old), and the attitude of these consumers to the gender stereotypes in modern video advertising. We were also able to identify male and female images/traits that cause rejection (stigmas) among respondents and to see which of them overlap with the stereotypes identified during the research. Thus, it was possible to find out what stereotypes-stigmas about men and women exist among young Russian consumers.

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