You’ve come a long way, baby: the evolution of feminine identity models on the example of contemporary language of advertising

The article presents the evolution of the language of advertising from the 1960s to the present, presenting various images of women in advertising. Simultaneously a theoretical analysis has been carried out of the demands of second-wave feminism, which exerted significant influence on the creation of images of women in the mass media. The objective of our comparison of feminist theory with advertising practice is an attempt to answer the question of whether the present media image of women liberated from the binary sexual order and weighted towards the genderqueer and/or transgender phenomena is the desired realization of the feminist demands for emancipation of and equality for women announced in the second half of the twentieth century.