Russian Federation
Brand communication with the consumer is focused, among other things, on societal trends in the perception of male and female roles, which actualizes gender studies. Depending on the specifics of the product offer and the focus on certain target groups, many brands are marked with gender. The article presents trends in the development of femininity and masculinity, as well as suggests the possibility of dividing brands in accordance with the business strategy, the degree of expression of gender qualities in the psychosemantic characteristics of the audience into masculine, feminine, androgynous and unidentified. Then, using concrete examples, we consider some features of visualization of gender characteristics in branding communication.
gender, femininity, masculinity, branding communication
1. Bern Sh. Gendernaya psihologiya. Zakony muzhskogo i zhenskogo povedeniya. - SPb.: praym-EVROZNAK, 2008. - 318 s.
2. Bern E. Igry, v kotorye igrayut lyudi. Lyudi, kotorye igrayut v igry. - M.: Eksmo, 2014. - 574 s.
3. Gapeenkova M.Yu. Dobrolyubova N.A. Kreativnaya kommunikaciya: razryv shablona ili shablon? // Sovremennaya kommunikativistika. №2(51).2021. S. 81-86.
4. Gofman A.B. Moda i lyudi. Novaya teoriya mody i modnogo povedeniya. - M.: KDU, 2010. - 228 s.
5. Denisov, V. Vospriyatie cveta / V. S. Denisov, M. V. Glazova. - Moskva : Eksmo, 2008. - 171 s.
6. Dzhekson Tim, Shou Devid. Industriya mody.: - Kiev: Balans Biznes Buks, 2011. - 400s.
7. Zavadskaya A.V. Epatazh kak harakternaya cherta didzhital-SMI. // Sovremennaya kommunikativistika. №2(51).2021. S. 87-92.
8. Koshlyakova M.O. Gendernaya kommunikaciya. Sovremennaya kommunikativistika. №5(12)/2014. S. 52-54 - M: Infra-M.]
9. Koshlyakova M.O. Sovremennaya kommunikativistika. №2(3)/2013. S. 55-58 - M: Infra-M
10. Miroshnichenko G. Zhenskie gendernye stereotipy v sovremennoy rossiyskoy reklame Izdatel'stvo: LAP Lambert Academic Publishing, 2013 g. - 60 s.
11. Ovchinnikova R.Yu. Dizayn v reklame. Osnovy graficheskogo proektirovaniya: - M.: YuNITI-DANA, 2017. - 239 s.
12. Pendikova I.G. Arhetip i simvol v reklame: uchebnoe posobie dlya studentov vysshih uchebnyh zavedeniy, obuchayuschihsya po special'nostyam 032401 "Reklama", 080111 "Marketing", 080301 "Kommerciya (torgovoe delo)" - Moskva : YuNITI, 2012. - 302 s.
13. Sandra Rut Lipsic Bem Linzy gendera. Transformaciya vzglyadov na problemu neravenstva polov - M. Rossiyskaya politicheskaya enciklopediya. 2004
14. Svensen L. Filosofiya mody - M. Universitetskaya kniga. 2012. - 254 s.
15. Serov N.V. Cvet kul'tury - SPb.: Rech', 2004. - 672 s.
16. Serov N.V. Simvolika cveta - Sankt-Peterburg : Strata, 2018. - 201 s
17. Surina M.O. Ezotericheskie svoystva cveta. - M.: Rostov n/D: Izdatel'skiy centr «MarT», 2006. - 144s.
18. Yung Karl Gustav, fon Franc M.-L., Henderson Dzh. L., Yakobi I., Yaffe A. Chelovek i ego simvoly. - M.: Medkov S.B., 2006. - 352 s.
19. 12storeez.store›About Us (data obrascheniya: 18.04.2023)
20. 5karmanov.ru (data obrascheniya: 18.04.2023)
21. forbes.ru (data obrascheniya: 18.04.2023)
22. https://www.retail.ru/interviews/stokmann-univermag-fri-flo-samaya-trendovaya-kontseptsiya/ (data obrascheniya: 18.04.2023)
23. logos-world.net›stockmann-logo/ (data obrascheniya: 18.04.2023)
24. ru.wikipredia.org (data obrascheniya: 18.04.2023)
25. sportmaster.ru (data obrascheniya: 18.04.2023)
26. shopolog.ru›company/21-shop/ (data obrascheniya: 18.04.2023)
27. sostav.ru›Kreativ›Brending (data obrascheniya: 18.04.2023)
28. wikipredia.net›ru/Oblique_type (data obrascheniya: 18.04.2023)
