ქართული მასკულინური რეკლამების ეფექტები სოციალური როლების ჩამოყალიბებაში

The aim of this work is to demonstrate effects of masculine advertisements as well as to find out what impact they have on formation of social roles.
The research has been carried out from January 2016 until March, 2017. The total amount of advertisements is 88, including 46 masculine advertisements.
From presented amount only 20 mostly viewed and covered in media advertisements are selected. These adverts were placed with high frequency through large local TV channels, such as: Imedi TV, Public Broadcast and Rustavi 2.
The research is conducted in frames of content analysis method. This method offers categorization of main trends in advertisements, systematization and counting quantitative data; also, interviews with experts. Framing, which is one of the theories of mass communication, has been selected as a theoretical frame.
The theory offers the research of the contexts, corners and so - called “frames”, that are peculiar to masculine advertisements. The research showed that masculine advertisements harshly break the idea of gender equality. Through mention communication men are superior to women, with more solid and busy, stronger and productive image. Thus, the role of women is suppressed or is not shown in an advertisement at all. Masculine advertisements importantly influence on strengthen gender inequality stereotypes in different age groups, represented by elderlies, adults, youngsters, teenagers and children up to 13 years old. Among mentioned age groups the younger generation are easily affected by communication related to gender inequality. The masculine advertisements contribute to the social role formation. .. Media is perceived as a guide of lifestyle and it directs “the true”, “correct” and “incorrect Ways.
Advertisements based on stereotypical motives and masculinity directly provide us with a formula about how to live.