“Girls to Technical Universities” – Analysis of Selected Commercial Messages Promoting Breaking the Occupational Stereotypes and Sex Barriers

Nowadays it is difficult to clearly define what still belongs to strictly masculine domain and what no longer belongs to it. Considering the fight for women’s social equality as well as a number of socioeconomical strategies, practices and tendencies we can say about successive pushing back the boundaries and discovering more distant areas of knowledge, education and realisation of occupational duties. Broadly defined commercial messages that contribute to promoting occupations which are non-stereotypically feminine are the subject matter of this article. Its aim is also to present how, through these kind of social practices, women’s attention is attracted to other, as yet inaccessible to them majors, educational areas as well as which techniques are used firstly in order to direct women’s educational preferences and then their occupational aspirations as effectively as possible.36871126Studia Edukacyjn