Wizerunek kobiety w reklamie na ulicach Londynu

Advertisement is spreading into almost every step of our everyday life in London. As a matter of fact, visual ads can be met mostly at London’s underground stations or bus stops, but private companies use all sorts of media to get to as many prospect customers as possible. What is the general meaning of it? It’s impossible to deny that advertising has a huge impact upon our lives, including our beliefs and system of values we believe in. It happens even though we do not always realise it. All the creators of ads aim at getting to people who are not aware that they are being convinced to buy something. But not only advertisement affects our lives. We also exert influence on it. British ads have been adjusted to our life – they show our culture, and often the reality of our dreams. Therefore, if we carefully look at them and human characters exposed by them, we can learn a lot about modern man, his life, aspirations and needs. The range of social changes taking place in Europe and contemporary world is very vast. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone signicant changes over the past years. The dynamics of these changes has brought to us not only new solutions, but also new, widely discussed issues today. One of them is the phenomenon of sexism and stereotypical perception of gender norms. Stereotypes regarding gender norms that we notice in advertisements concern not only women but also men - as I mentioned during the conference in London. In fact, the image of a woman in advertising has been limited to old-fashion female roles (including the role of sexual objects for men). But more and more oen it’s beginning to evolve towards images of modern aspiring women. This diversity can be seen in London’s outdoor advertising more and more.