Sexualization and Objectification in Wartime Advertising Materials

Abstract

The aim of the study is to identify and analyze contemporary trends in advertising materials with a focus on issues of sexualization and objectification in the context of wars in general, which is achieved through a brief retrospective discourse, and especially in the context of the full-scale Russian invasion of Ukraine.

Research methodology. The main approaches to the study in scientific research are cultural, informational, axiological, systemic and activity-based. The following methods were used: generalisation, analysis, synthesis, case study, comparative and historical and typological types of analysis – to determine how widespread the tendency to objectification and sexualisation in advertising materials is during the Russian-Ukrainian war in the context of this trend throughout human history, in particular during the First and Second World Wars.

Results. The main levels of sexualization and objectification in modern domestic advertising were identified, as well as the peculiarities of changes in approaches to the depiction of women in the context of the full-scale Russian invasion of Ukraine.

Novelty. A conceptual model of the portrayal of women in advertising during the war has been developed, which takes into account ethical and socio-cultural factors that reduce the level of objectification and increase the responsibility of advertisers.

Practical significance. The results of the study can be used to create recommendations for advertising industry professionals working in wartime, as well as to develop a socially responsible communication strategy in compliance with the norms of humanistic ethics.

Key words: sexualisation, objectification, advertising, ethical standards, full-scale invasion, gender roles, public perception.