ნორმალურობის კოდექსი: ფემინურობის და მასკულინობის მოდელები ქართულ სარეკლამო სივრცეში

Let's see what is invisible. TV Commercial is field is a very interesting but complex business. With little stories it simultaneously reflects our everyday life and at the same time influences society, human behavior, social roles and stereotypes. That's one of the main factors that gender advertisers pay attention to when creating advertising campaigns. In our reality, there are less papers and studies that analyze advertising in the category of gender. That is the invisible message that the Georgian TV commercials have.
In this paper, we will use TV commercials as a medium, a kind of "mirror" and we will try to see the invisible details of our society in terms of gender norms. We would like to show the social and cultural environment in which we live and provide for a number of values and stereotypes of our community in connection with our gender roles.