Comparative Analysis of the Representation of the Female Image in Glossy Magazines for Men in Russia, the USA and Sweden

Abstract

In the wake of the fight against sexism in the United States and the development of Swedish feminism, stereotypical ideas about female roles exploited in advertisements for the international magazines MAXIM and Esquire are being revised not only in these countries, but also in Russia. Despite numerous studies, the question of the impact on the audience of images broadcast in advertising remains poorly understood. In this regard, the authors set the goal of identifying the specifics of the representation of the image of women in magazine advertisements aimed at men. The results of the content analysis and the comparative method showed that the American and Russian magazine MAXIM often sexually objectifies a woman, presents her image in advertising through the prism of gender stereotypes. Esquire magazine in the USA, Russia and Sweden exploits female images much less often, trying to build an image of collegial relationships between the sexes. It is concluded that the representation of a woman's image in advertising for men's gloss depends on gender policy and the current information agenda of the country in which the magazine is published. The results obtained contribute to the study of advertising as a reflection of the culture of modern society.