გენდერული როლები სატელევიზიო რეკლამებში

The work below deals with the characteristics of gender roles distribution in modern
Georgian TV advertisements. The goal of the research is to determine, what regularities the
distribution of role models in advertisements are based on, whether modern TV ads contain
traditional distribution of gender roles or stereotypes established in culture; And if it contains
stereotypes and how they appear in advertising.
One TV channel "Rustavi 2" has been selected for conducting the survey. Monitoring
was going on for two months. The method of study was content analysis. This method can
simultaneously help us research both, frequencies and relations, i.e., it calculates the
frequency and use of the definitive concepts. Through the coding card, which data was
developed by SPSS, we studied the main object - the characters of men and women. We
focused on those key signs that help us to study the portrait of a woman and a man. The
results of data processing have shown: (1) gender roles in advertising are based on traditional
cultural stereotypes; (2) Women are more often seen in TV advertising than men; (3) The role
of women in advertising is mainly the housewife or achievement of a beauty sample, man -
businessman, successful in career, brave, fighter;