Образ женщины сквозь года: диахронический анализ репрезентации женщин в российской агитационной рекламе

Социальные и гуманитарные науки на Дальнем Востоке. 2026. Т. 23. № 1. С. 241–249.

Gabrielova E., Максименко О. И.

The article presents a diachronic analysis of the representation of women in Russian advertising, based on agitation posters from 1917-1990 and social and motivational advertising materials from 2000-2020. The aim of the study is to identify the evolution of verbal and visual strategies for constructing the image of women in the changing socio-political and cultural environment, which were based on generational memory. In the theoretical part, the application of a multimodal approach and stylistic analysis for a comprehensive study of advertising discourse is justified. The practical part includes a comparative analysis of visual (representational, interactive, and compositional processes, color, modality) and linguistic (metaphors, epithets, parallelisms, etc.) means. It has been established that during the Soviet period, the image of women served as an instrument within the framework of state ideology and was represented through the archetypes of the "collective farmer," the "worker," and the "hero mother," whereas in modern advertising, there is a fusion of global trends with national values, which is manifested in the coexistence of traditional and emancipated images. A shift has been identified from directive, ideologically charged discourse toward emotionally oriented discourse focused on individual needs and social reflection. The study results confirm that advertising acts not only as a reflection but also as an active constructor of gender ideals, whose transformation is closely linked to historical and cultural changes in society, and to the layering of meanings stored in the memory of generations.

 

Keywords: гендерные стереотипы, diachronic analysis, диахронический анализ, рекламный дискурс, advertising discourse, gender stereotypes, multimodal analysis, мультимодальный анализ, representation of women, репрезентация женщины