I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN

advertising, genderology, gender roles, types of consumer behavior, French media space

advertising plots demonstrates the distribution of various socio-gender models by contrasting traditional and alternative images. The article analyzes the features of the demonstration of male and female images in commercial advertising on various French-speaking platforms. The purpose of the study is to analyze modern gender-oriented French-language advertising. The relevance of the topic lies in the fact that the study reveals the peculiarities of the representation of gender images in French advertising, reflecting the ideology of consumer society. The following methods were used in the study of the material: functional and stylistic analysis, content analysis of advertising media, analysis of the gender specificity of the advertising object. Platforms such as France 24, Stratégies, Culturepub, AdForum, E-marketing.fr, llllitl.fr were used to collect factual material. With the help of gender characteristics, advertising actively creates an image of the consumer, in which certain gender-specific types of consumer behavior are preserved. The analysis of advertising plots demonstrates the existence of gender-specific roles with traditional and alternative models. The first type assumes a strict gender distribution of roles. The second type implies an exchange of roles between men and women and an egalitarian relationship, or the dominance of a woman. There is a persistent symbolic gender asymmetry aimed at restructuring gender models towards greater mixing.

Иванова Ираида Геннадьевна – кандидат филологических наук, доцент кафедры фундаментальной медицины Марийского государственного университета, г. Йошкар-Ола, Россия, https://orcid.org/0000-0001-5247-0125, iraida44@yandex.ru

Егошина Рита Александровна – старший преподаватель кафедры романо-германской филологии Марийского государственного университета, г. Йошкар-Ола, Россия, https://orcid.org/0000-0001-7295-8793, affaires@mail.ru