Гендерні ідентичності й особливості розвитку реклами в Україні: шляхи взаємопроникнення

On the basis of the improved definitions of musculinity and feminity inherent in the Ukrainian society, a peculiarity of the functioning of the advertising as a mean to form the gender identities in the modern Ukrainian context is analyzed. The results of studies allow one to reach the level of a social fore4 cast of the customers’ behaviour by using the performed analysis of gender identities.