Media Systems is pleased to announce the publication of a an article on Sostav.ru, one of the leading platforms for marketing and advertising professionals in the region. The article, titled “How gender-marked language used in advertising reinforces gender roles”, explores how the language choices made in advertising shape our understanding of gender and identity.
The piece, examines how advertising goes beyond simply selling products—it also constructs and normalizes social norms, particularly those surrounding gender. In many ads, men are often portrayed as strong, dominant, and intelligent, while women are depicted as gentle, nurturing, and focused on appearance. Through linguistic cues and imagery, advertising helps sustain traditional ideas of masculinity and femininity, influencing how people perceive themselves and others from an early age.
The article draws attention to well-known examples from global campaigns. For instance, the Old Spice commercial “The man your man could smell like” presents masculinity as synonymous with confidence and power, while the iconic Always campaign “Like a Girl” highlights how negative gender stereotypes develop over time and how they can be challenged by empowering representations. Arushanyan also references older ads such as Van Heusen’s “Show her that it’s a man’s world”, where language clearly positions men as active decision-makers and women as passive observers.
By analyzing these and other cases, the article shows how gender-marked language—expressions and descriptions that reflect traditional expectations of what it means to be a man or a woman—reinforces social hierarchies and limits individuality. Such portrayals are not innate truths but learned behaviors shaped by media and culture.
For the advertising industry, this analysis carries an important message. As audiences become more aware and demand inclusivity, brands and agencies must critically examine the language they use. Moving beyond outdated gender binaries is no longer just a matter of ethics—it is a strategic necessity for creating authentic, resonant communication.
Read the full article on Sostav.ru.