The impact of gender images in commercials on the self-consciousness of adolescents

Abstract

Television has a strong impact on gender-identity development. Theoretical analysis shows that the direct perception of different gender characteristics in advertising images has a specific impact on gender self-consciousness, primarily at the unconscious level. The purpose of our study was to uncover features of this impact. In this study, the effects of advertising images on the gender self-consciousness of teenagers were investigated. Two hypotheses were examined:1.Perception of gender images in TV commercials has individual variability and is connected with gender features of self-consciousness (gender type of personality, gender differentiation of consciousness, the specifics of gender identification). 2.Direct perception of gender images in TV commercials has a differential influence on the transformation of verbal (cognitive) and nonverbal (emotive) levels of self-consciousness. The commercials, which were for chocolate, contained different gender types of male and female