ADVERTISING AS A TOOL OF THE GENDER (IN) EQUALITY FORMATION
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 ...