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According to the Global Gender Gap Report 2019, Ukraine ranked 65 place among 149 countries on its progress towards gender parity in four dimensions: Economic Participation and Opportunity (97 place), Educational Attainment, Health and Survival and Political Empowerment. The most topical problems of gender inequality in Ukraine today are: the problem of violence (90% of domestic violence victims are women), the pay gap (women in Ukraine are paid on average 25-30% less than men), minority in power (in the Ukrainian parliament only 20% of women, in the parliament of the previous convocation 12%) and gender stereotypes. Most of the problems of gender inequality are based on gender stereotypes, which form barriers for women to enter politics, non-interference of the police to family relations in case of committing crimes with domestic violence, etc. Gender stereotypes are supported by society and broadcasted through the media, in particular advertising. That actualizes the study of advertising in the context of the gender (in) equality formation. The aim of the paper is to consider advertising as a tool for the gender (in) equality formation. To achieve the aim it was necessary to solve the following tasks: to investigate the theoretical and practical foundations of the study of advertising as a tool for the gender (in) equality formation, to analyze the problem of sexism and violence in advertising. Methods: gender analysis and synthesis in order to consider the theoretical foundations of advertising research as a tool for gender (in) equality, case study of advertising practices in Ukraine in accordance with the Advertising Standards of Non-Discrimination on Gender basis, secondary analysis of data "Women's Welfare and Security" 2019 to demonstrate the high level of violence against women in Ukraine, the prevalence of psychological violence associated with gender inequality in general and gender stereotyping of society in particular. Conclusions. The paper further develops the concept of gender in advertising on ...

We are currently witnessing one of the biggest waves of refugee's influx to the EU (forced migrants); 90% of them are women and children. This paper deals with the gender sensitive approach to migration based on a study of the challenges and adaptation strategies of Ukrainian refugees in Germany. In June 2022, an online poll of 430 Ukrainian refugees was conducted by the author that included two open questions about the problems refugees faced since their arrival to Germany. The subsequently undertaken content-analysis on a grounded theory basis allows the author to describe the variety of topics, which occurred in the answers and group the challenges of respondents accordingly: adaptation, uncertainty future, separation, lack of social connections, complicated emotional state. The difference in social-demographic portraits of Ukrainian refugees (i.e. mostly female, mostly with children…) from the previous waves of refugees (i.e. Syria, Afghanistan) gives the opportunity to identify the specificity of female refugees' needs. The paper added to research of emotional challenges of refugees that are shaped by the experience of grief, loss, shame, guilt, fear, pain, loneliness, helplessness. Challenges are considered to be resources for women's empowerment, providing changes in power structures and social institutions.

Refugees experience double cultural trauma: both because of war and moving abroad. The process of moving abroad is accompanied by disruption of habitual social connections and causes restoration of those connections. Identity needs the proof of Others, forcing refugees to engage in processes of interaction. The theoretical concept of ethnomethodology allows the authors to trace the process of restoring these ties: how refugees present themselves and define themselves as Ukrainians with the help of cultural factors embedded in daily practices. We observe the rise of Ukrainian identity with the start of war in 2014 and then escalation in 2022. Research of the national identity of Ukrainian refugees in Germany has been based on unique survey data gathered in June 2022 using the Google Forms online survey tool (Germany, June 2022, n = 423). Survey questions were used to measure the components of national identity: constructive patriotism, civic citizenship, ethnic citizenship. We rely also on representative statistical data gathered by Ukrainian research centres and the UNHCR data portal. In conclusion it is seen that cultural factors help the process of reidentification of Ukrainian refugees.

The article is devoted to the study of the peculiarities of advertising creativity. Creativity as a problem for analysis has always been of interest to sociologists, psychologists, economists. In recent decades, the economy of experience has been popular and has been in demand. The economy of experience involves the active use of emotions, emotional creativity, which is called to form an advertising message that is interesting to consumers. However, despite numerous studies of the problems of creativity by representatives of various sciences, some aspects of its use, for example, in advertising, are still insufficiently studied, which determines the topicality of the work. The aim of the article is to identify the features of formation advertising creativity. Measurements (indicators) of creativity (fluency, flexibility, originality, elaboration, semantic flexibility, figurative flexibility, spontaneous flexibility) and their examples in advertising are considered. Features of emotional creativity are analyzed, which may include the development or modification of standard emotions to better adapt to the needs of the individual / group or the development of new forms of expression of emotions. Examples of Ukrainian advertising practices illustrating the use of tools for formation of creative content according to J. Goldberg are given: unification tool, activation tool, metaphor tool, subtraction tool, extreme consequence tool, absurd alternative tool, inversion tool, extreme effort tool. The criteria of creativity are noted: novelty, efficiency, authenticity, and all three of these criteria work only together. The question of the efficiency of advertising creativity is considered: the most famous formula for the impact of advertising product AIDA provides answers to questions about the functions of creativity in advertising - to attract attention, create an emotional response and as a result interest, create a need, stimulate to action. This focuses on the emotional component, emphasizing that without emotion, the chain of effectiveness of the advertising message will not work. It is noted that at each stage of the impact of advertising, creativity can be both functional and dysfunctional. Functional, ie one that contributes to the ultimate goal of advertising – to sell a product / change the pattern of behavior (for social advertising) creativity may be under certain conditions. The conditions of functional and dysfunctional creativity are indicated. Consideration of the conditions of functionality of the advertising creativity allowed us to highlight its features. These are: relevance of the advertised product; adaptation to consumer needs, namely: conformity with consumer values; heterogeneity: the type of creativity may differ depending on the target audience, the stage of the product life cycle and the advertising message; focus on ethical norms. The line between creativity and insults, discrimination can be sensitive. Emotional perception is a key factor in the communicative efficiency of the advertising message.