Byelikova Y. Gender identities formation by advertising.

Object: process of gender identities development; The Purpose of the work: to reveal the role of advertising as gender identities formation stimulus; The research methods: comparative analysis and synthesis, system analysis, statistics methods, cluster-analysis, semantic differential method, ranking; Тheoretical and practical results: conceptualization of gender identities process formation by advertising, describing of this process gave the possibility to suggest the recommendations to improve the ad's quality on tolerant gender identities models base; novelty: The significance of ad's functioning as gender identities stimulus formation is revealed in modern Ukrainian context on the improved definitions of femininity and masculinity basis; The level of implementation: research data could be used in teaching such disciplins as "Sociology of Gender", "Sociology of Advertising", "Sociology of Mass Communications".