We adopt the gender stereotypes also through the process of the communication within the advertising and so are the TV commercials filled with the misogynic messages. They openly favor not only the men but also the patriarchal model of social order. The aim of this paper was to examine whether there are elements in the discourse of TV commercials that favor the formation and maintenance of social stereotypes of gender roles and how the visual codes involved in auditory context creating narratives contribute to the production of an imaginary, virtual image of the misogyny, which is imposed primarily through TV commercials on the general public and specific target groups. I used quantitative and qualitative method of the critical analysis of the TV commercials on TV RTS1 and TV Pink, at the same time comparing and interpreting them. The corpus includes the TV commercials aired during the period between 23. January and 22. February 2013 on the aforementioned TV channels. The TV commercials on RTS1 were recorded before the „Dnevnik 2“ and those ones on Pink during the „Nacionalni dnevnik“. I used for the analysis the following parameters: the subject and the object of the TV commercials, their form and the target group. For all the components of the discourse of TV advertising I noted the existence of the gender stereotypes directed at misogyny. These are related to women as breadwinners, housekeepers, cooks, helpless to solve problems (even when they refer to “women’s work”) and as not enough reasonable or incompetent to deal with the “serious issues of public importance”, laden with appearance, beauty and youth. At the same time these representations participate in the formation of the image of modern women for which they supposedly strive, in spite of the fact that this image has extremely misogynistic traits.

Key words: discourse of advertising, gender stereotypes, image, misogyny, TV commercials.

Bašaragin, Margareta (2014). „TV Commercial as a Mirror of the Stereotypical Misogyny – Critical Analysis of the Discourse of TV Advertising from a Gender Perspective”, In: Valić Nedeljković, Dubravka, Pralica, Dejan (eds.) (2013). Digital media technologies and socio-educational changes III. Novi Sad: Department of Media Studies; Faculty of Philosophy, 281-292.

PH. D. Margareta Bašaragin