Image of a man in advertising on the streets of London

Advertising accompanies us on almost every step. Manufacturers use all kinds of media to reach as many potential customers as possible. What is the conclusion? It’s impossible to hide that advertising has a huge impact on our lives, also on our beliefs and value system, although maybe we do not always realize it. The creators of ads realize that a better recipient is a person who does not realize that he is convinced. But not only advertising affects our lives. We also have impact on it. It draws from our culture – it shows our reality, and oen the reality of our dreams. ¥erefore, if we carefully look at the ads and their heroes, we will learn a lot about the modern man, his life, dreams and needs – means about ourselves. The pace of socio-moral changes taking place in Europe and the world is very large. Our knowledge and approach to issues related to sex, sexism, stereotypes, gender roles and discrimination have undergone significant changes over the past years. The dynamic course of these changes has brought us not only new solutions, but also new, widely discussed problems today – the phenomenon of sexism and stereotypical perception of gender norms. It would seem that stereotypes about gender norms, reproduced and recorded inter alia in advertisements, hit only women. We see in them that the range of women’s roles is rigid and limited. It turns out, however, that artificial simplifications also affect men. There are several categories in which they are „pressed”