The aim of the research is to describe some of the traditional gender stereotypes of masculinity that exist in modern dialectic communication, based on an analysis of the abusive names of men. The relevance of the topic is due to the significance of the problem for identifying, as well as for the justification and strengthening of gender asymmetry existing in the modern Russian society. The methodological basis of the study – implemented in the works of A.V. Kirilina’s understanding of gender as a sociocultural construct, suggesting a description of the stereotypical gender ideas about signs, qualities, patterns of behavior that exist in the society due to belonging to a particular gender and reflected in various units of the language. The study analyzes the abusive nominations of men in Russian dialects and notes their use primarily for designating carriers of those qualities that do not correlate in the popular consciousness with the traditional “ideal” image of a man as a representative of the dominant sex, with a predetermined natural world order, the right to have dominant positions in the society. The following are negatively assessed: lack of physical strength and endurance, economic skills; parasitism; staying in idleness; spinelessness, weakness, complaisance in family life; excessive modesty (mukhryshka, gatila, chuzhespinnik, khabol’nik, prodyra, etc.). The rejection of qualities that do not meet the standards of life of the village society, established national moral values, by males is also confirmed – arrogance, boastfulness, unsociability, as well as impudence, sneakiness, cunning, roguishness, shamelessness (chvanishka, khval’bun, molchaga, ukhach, shnyra, khap, etc.). Male qualities that were negatively assessed with the help of swearing nominations only in their excessive manifestation or selectively, were revealed – a tendency to drink alcohol, aggressiveness, freedom of behavior (p’yanushka, buzuy, chuzhebabnik, etc.).The small number of abusive nominations related to men with semantics traditionally correlated in a dialectic environment with belonging exclusively or mainly to women and thereby perceived as reducing a man’s status is justified – grouchiness, greed, talkativeness, fastidiousness, importunity, fussiness, cowardice, scandalous, clumsy (khnych, zhadoba, balaban, chemezinnik, mula, tolkun, khlysten’, tyulyapay, tupyak, etc.). The author concludes that the dialectic swearing nominations of men, indirectly reflecting the specifics of the Russian national-cultural consciousness, support patriarchal gender stereotypes, representing evidence of the androcentricity of the dialectic picture of the world.

The work considers the wedding ceremony and the features of its performing that existed in the village of Dankovo, Kashirsky district of Voronezh region in the middle and second half of the 20th century. The vocabulary reflecting this ancient custom is described. The language material of the article was the speech of the indigenous inhabitants of the named settlement. It was established that ritual actions consisted of several stages and carried specific content. They were interconnected and represented a certain structure. The wedding ceremony included: the stage of frets, the preparation of the dowry (it was treated in a special, creative way), the actual wedding with blessing and wedding, festive clothes and shoes of the bride and groom, musical instruments used to accompany the fun, the stage of giving gifts, the ritual of chicken and other. Food and spirits prepared by women for the guests of the event are considered. Undoubtedly, the custom of holding a wedding has a deep meaning, because the family at all times has been the most significant group in society, and its creation is one of the most important events in the life of every person. The value of marriage and its preservation is beyond doubt. The theme of traditional folk culture becomes interesting to all those who study the Russian language, which exists in its various forms.

We consider the issue of fixed combinations associated with their use, the relationship with the system of phraseological units and memes in the speech of a modern student.  We determine the semantics and function of some popular speech units formed due to the influence of Internet communication, this affects the state of the language culture of the people. We reveal the most frequent memes in students’ oral speech. The reasons why memes in oral speech have replaced phraseological units become expression mean constantly using these fixed combinations on the Internet. It was found that students, among whom the majorities are active users of the network, react to the repetition of memes, their brightness, and relevance for the expression of the emotions. Short-term, constant updating gives these combinations the novelty effect. The desire for adequate communication in school society, lacking sufficient experience of speech creativity form its own system of language expression of students, as well as the productivity of the fixed combinations use. The constant use of fixed units of a new type introduces them into the limits of personal relationships, acquires the character of a system, so it negatively affects not only the culture of communicants.

Phraseological units of a sign as differentiating semantics signs are able to realize the semantics of a state of varying emotionality degrees. We describe such stable phrases. A person’s assessment of objects, events that cause emotions, as well as the experiences perception, a qualitative assessment of the situation is not only in their nomination, but this assessment also implements a multi-layer semantic volume. There is no doubt that any emotion is evaluative in nature, intellectual processes, social status and origin, age, etc influence on emotional processes of the subject. The content of these phraseological signs demonstrates the actualization of the negative and positive characteristics of the state of a person. The material of the author's file has shown that phraseological feature signs are necessary means of conveying an emotional state, since the expression of an assessment differentiating reality is the strongest nomination in a feature; we analyze the features of the semantics formation in the process of complication and complexity of emotional characteristics, since emotions differentiate and form various types, which differ in some of their development features and patterns. We describe the content and functioning of phraseological units in texts of different genres.

We consider the ability of language to express identical content by periphrastic means that reflects in the periphrase and synonym ratio. We prove that in the narrow sense periphrastic names cannot be considered as a simple synonymous replacement of the word-nominee, since the meaning of the periphrase is not identical with the meaning of the word-nominee. Periphrasis is more voluminous, wider in its content due to the presence of certain structural components or the presence of associative features. These features focus attention of the linguistic personality and allow allocating a specific descriptive feature in the periphrasis image. In a broad sense periphrases and synonyms are considered as stylistic synonyms. Meanwhile in language there are non-stylistic periphrases for celestial object. Opportunity of duplicate use of the words “moon” and “month” shows semantic opposition. As exemplified in the names of celestial bodies there is tendency of periphrasis and synonym, but not the rules. According to the narrow and broad understanding of periphrasis and synonyms, which relies on the representative function of language, it is necessary to take into account the cognitive factors that determine the relationship between the nominating word (periphrasisable concept) and the periphrasing concept.

To attract a potential customer a presenter should be capable of mastering verbal and nonverbal communication tools. To increase sales, speaker has to use all accessible means in the best way in order to grab customers’ attention and get them to purchase new product. The article investigates interconnections between verbal and nonverbal means for achieving persuasiveness in business presentations. The aim is to analyze the use and connection of verbal and nonverbal means in business presentations performed by one of the most outstanding speakers Mr. Steve Jobs. The conducted analyses showed that effective verbal (stylistic devices, powerful language, lexical diversity) and nonverbal means (posture, gestures, eye contact, clothing, voice and pause) are important in business presentations to achieve persuasiveness.

The subject of this study is the structural and semantic organization of oil sphere abbreviations. The process of abbreviation is considered in accordance with the principle of language economy in the rapidly growing industry vocabulary in response to the development of the oil and gas industry that indicates the relevance of the work. The aim is to study abbreviations’ formation specifics in the language for special purposes. The aim requires the following tasks to be solved: identification of patterns of abbreviations’ formation within the industry vocabulary and their classification by structural and semantic features. The terminological sample for the article is compiled by the method of continuous viewing of modern periodicals, highly specialized literature and corporate glossaries. The presented structural and semantic models of abbreviations, revealed on the basis of the sample analysis, determine the novelty of the study. The methods of this work include observation, description, structural and semantic analysis, quantitative processing of material as an element of statistical analysis of data processing. It is shown that abbreviations in the sublanguage are the basis for word-formation processes, they facilitate professional communication in the light of multicomponent terms dominance and function as full-fledged units of the industry term system. The conclusion is made regarding the place of abbreviations within the oil sphere terminology. As a result of the study, a glossary of English-language abbreviations of industry terminology was compiled, which is of interest to novice translators.

Constant appearance of new words in the language requires continuous systematic study of these lexical units. The subject of this work is neologisms in the German language of press. The objective is as follows: to identify the specific of the new nominations formation and their complex description on the material of the German press. The tasks of the research are: to study the features of neologisms of recent years, to trace the causes of their emergence, to consider the ways of their formation, to trace the criteria of  registering them in dictionaries, to identify the role of neologisms in German press. The material for the study is the reports and articles of social and political newspapers and magazines: Spiegel online, Zeit online, Der Tagesspiegel online, Westfalenpost online. I n this work the following linguistic methods are used as tools: definition analysis, continuous sampling method, component analysis, linguistic description method, as well as considering the context in the analysis of the studied lexical units. The research of new nominations on the material of the German press allowed us to conclude that the revealed neologisms are mostly compound nouns, the percentage of other parts of speech among neologisms is small. This is due to the fact that innovations in the press are the result of messages compression, as well as a way of expressing the emotional and expressive coloring of the events in the social and political life of the Germans

We consider English substitutes which represent the knowledge of substances. The relevance of the study is provided by the fact that the cognitive basis of substitutes, derived from adjectives, hasn’t been the subject of the study yet. The aim of this work is the cognitive modeling of English substitutes, the description of the field of knowledge that gets objectification through substitutes. The analysis material is provided by 35 examples selected by the sampling method from the Concise Oxford English Dictionary, The Free Dictionary, Oxford English Dictionary. During the analysis a set of analysis methods is used among which a relatively new method of cognitive-matrix analysis is presented. As the result of the provided study it is established that the structure of the knowledge, objectified by English substitutes, derived from adjectives, can be presented as a private cognitive matrix that includes the core (the SUBSTANCE concept) and a number of cognitive contexts. Conceptual derivation is defined as the main cognitive process providing substantivation of adjectives. The definitive analysis of the considered English substitutes allowed us to identify their derivational meanings which are related to the propositional cognitive models. It was revealed that the formation of the considered substitutes is carried out by propositional cognitive models of two types.

In Azerbaijan literature of the early 20th century mukhammas were created, they were distinguished by the search for new forms and the problematic range. For example, Sabir began mukhammas with beit (couplets) of tarji, repeated it at the end of each stanza. Many other poets repeated a similar technique afterwards. There are other features of the mukhammas of the specified period; the topic in general covered lyric and poetic, patriotic, social and political, philosophical, and religious issues. The patriotic mukhammas included a description of the nature beauties, the motherland defenders courage, the impulses of those who strove for the progress of the country, for its freedom. The number of satirical mukhammas increased. Takhmis (imitations) were written on classical poems, including Fuzuli’s ghazals. At the early 20th century in Azerbaijan, as well as in other places of the Russian Empire, political activity grew among the population. The famous poet Mahammad Hadi wrote in his mukhammas about the need to achieve freedom. After all, only free people can achieve true progress and prosperity. In Soviet times, a number of poets continued to write their poems in the classical style. Poets such as V. Abbaszade Hammal, M.S. Ordubadi, A. Nazmi, Mikayil Rafili, Ali Nazim, Suleiman Rustam, Mikayil Mushfig praised their native land in their mukhammas, at the same time they did not forget to note the role of the Communist Party in the prosperity of the country. A lot of poems were devoted to international events, criticism of the imperialist forces. During World War II, Aliaga Vahid in his mukhammas predicted German fascism an inevitable defeat, expressed admiration for the heroism of Soviet soldiers. In the second half and at the end of the 20th century, the number of mukhammas on religious themes is growing in Azerbaijan poetry. A number of poets have moved from writing poetry in the classical nazm style to the mukhammas genre.

We consider the equivalence of source and translation texts. Currently, various ways to achieve the adequacy of texts are being studied, which proves the relevance of this problem. We propose equivalence techniques based on the reproduction of the content side of the text that conveys the author’s meaning. In this case the purpose of the study is to describe the strategies of meaning, the strategies of transformations used by the poet to achieve the adequacy of the source text content. The study applied the methods of comparative and translation analysis. The characteristic features of the translation, the correlation of the concepts “literary text”, “image of the author”, “author’s modality”, “idiostyle of the author” are analyzed in the research. The components of the modeled system and its types are identified and justified. Based on the study, we propose ways to achieve the adequacy of the content side of the text, the equivalence of translations based on the material of Abai’s poetry texts. We substantiate the ways to achieve equivalence of the author’s modality using strategies for transforming formal means of the idiostyle of the source text. We also prove the possibility of using the method of reproducing the source text content through the strategy of meaning and transformation.

We study the Kostroma onomasticon, which has been formed since ancient times and is characterized by the predominance of Slavic features, along with a significant number of substrate toponyms and anthroponyms-borrowings mediated by the Russian language. An essential point in revealing the uniqueness of the Kostroma onomasticon is the consideration of the areal features of the western and eastern Kostroma patois, formed as a result of the peculiarities of the ancient Slavic settlement of the region. Similar researches of the toponymy and anthroponymy of the Kostroma Region in the most condensed form are concentrated in a series of scientific works collections published under the auspices of the Institute of Linguistic Studies of the Russian Academy of Sciences and Kostroma State University and dedicated to the memory of the Kostroma regional historian A.V. Gromov (Gromov works collections). On their pages, rural and urban geographical names of the Kostroma Region are analyzed, as well as local anthroponyms on the basis of living patois, documentary sources and works of fiction in terms of their historical, geographical, modal, functional-stylistic and typological features. We reveal their place in relation to the corresponding phenomena of different strata of the Russian language, their axiological role in relation to the opposing means of an elitist (officially recognized) nature. We draw conclusion about the persistence of the original features of the Kostroma onomasticon and its value for describing the originality of the lexical system of Kostroma patois as part of Slavia.

We consider the psychological characteristics of the personality of a Russian military servant in his speech activity. The purpose of the work is to conduct on the basis of practical analysis a theoretical analysis of the interaction of members of the military personnel, factors that influence the change in their personality, and also to identify the most striking psychological features of the linguistic persona of a Russian military servant. This issue is relevant at present, since the Armed Forces are of particular interest to the public, including scientific. From the point of view of psycholinguistics, the military society is less studied than in such areas as education, medicine, economics, sports, media, etc. The author of the study describes the essence of the military collective, its formation, structure, the characteristic of socio-psychological phenomena and processes taking place in this society is given. The main biological, psychological, and special changes in the personality of a person who integrates into the military personnel and continues the socialization in it, begun in another community, are listed. During the analysis of the psychological characteristics of the military servant, which are reflected in the formation of his linguistic persona, the author carried out a practical analysis of the qualities of a representative of the Armed Forces of the Russian Federation in order to identify nickname self-awareness and realize it in the nickname nomination. The research material was a survey based on an open, anonymous questionnaire of the Russian military servants. The results of theoretical and practical analysis can be used in the educational process in both civilian and military universities at seminars and special courses of psychology, psycholinguistics and speech culture.

This research is dedicated to the comprehension toponyms in the Persian language, which have their own formation features. Being a class of nouns, Persian toponyms have a wide variety of formation due to common linguistic processes in this region. It is proved that the spread of the Arabic and the Turkic languages had a huge impact on the formation of Persian toponyms as well as of many adverbs, dialects of the Persian language and its group. Suffixes with spatial meaning, prefixes, words-affixes, which play the critical role in the formation of spatial concepts, emerge. Topography factors are defined, due to what names of natural resources are included in the name of space, religious faiths and traditions of inhabitants, their economic way of life and household are reflected. Four ways of formation of toponyms in the Persian language, created with the help of affixes, are described; toponyms, which are formed by a combination of different words and particles; names, which combine different word formation techniques; toponyms, consisting of names without any formal element.

The study is devoted to the comprehension of activities of Tambov scientists involved in the study of the Y.I. Zamyatin’s works. We analyze the materials of the “Zamyatin readings” of 1992–2014. We draw conclusion that Tambov literature studies scholars managed to accumulate and generalize a huge bibliographic, historical-literary and linguistic material, structure and comprehend archival material, and analyze the vast Zamyatin’s heritage. Moreover, the prospects of the Tambov science school are obvious: firstly, the further study of the Y.I. Zamyatin’s heritage in the context of both the “near” and the contemporary culture – domestic and western, and secondly, the remaining problematic nature of many issues of Zamyatin studies and primarily related to textology.

First in Russian the collection “Tale of Tales” by the Neapolitan writer Giambattista Basile (1566–72?–1632) was published in 2016. Most people know plots fragments of the collection from the tales of Brothers Grimm, Carlo Gozzi, Charles Pierrot and A.S. Pushkin. Inspired by the book the movie “Tale of Tales” was shot in 2015, it was directed by Matteo Garrone and got the Italian national film award “Davide di Donatello”. There are some selected plots of these tales; we indicate who actually is “the little animal” (and the Puss in Boots), what mythological background the figures of the Swan Princess, the Dead Princess have. We also consider the Dead Princess’s relation to different world roving plots, including “The Sleeping Beauty” by P.I. Tchaikovsky. We present analogies in rites and customs of the Russian (as well as Ukrainian) folk tales, a pantheon of gods from different peoples, Old Testament. The meaning of the names we establish along with the alchemical formula of A.S. Pushkin, of N.V. Gogol’s Viy and Basile’s Mother of Time; there is also the characterization of N.V. Gogol by P.V. Annenkov (1813–1887). We show the trans-alphabetic coincidence of the meaning of multilingual words, of the calendar names with the mythologic gods’ names related to the different planets. We also present the
A.N. Afanasyev’s analysis of one Basile’s fairy tales from in the “Poetic views on nature of the Slavs”, and there are given some thoughts of V.Y. Propp (1895–1970) on the identified topics along with a brief assessment on the oeuvres of A.S. Pushkin given by the renowned specialist in literature P.V. Palievsky (1932–2019).

The research investigates the genre-forming function of the motive of retribution in the documentary and journalistic narrative of A.V. Ivanov “Pitchfork”. The relevance of the study is due to the attention of modern literary criticism to the historiosophical and social and political problems in Russian prose, the need to study the works of modern literature in its most striking manifestations. The purpose of this work is to try to determine the specificity of the main “bearing constructs” of the narrative of A. Ivanov “Pitchfork” in the aspect of the dominant motives of the work. The leading way to achieve this goal is the comparative and historical method, supplemented by comparative and typological, intertextual and mythopoetic approaches to the work of literature. As a result of the analysis, it was found that in the documentary and journalistic narrative of A. Ivanov “Pitchfork” the main genre-forming motive of the work, organizing its entire structure from the title to the “stories” of the main and secondary actors, is the retribution motive, derived from it and related motives, originally interpreted by the author. It is concluded that the motive of metaphysical, transcendental retribution “to all for everything” reproduced and transformed by Ivanov the artist, despite the extreme generality of this motive, helps the writer to comprehend and convey the contradictory complexity of historical events and historical characters involved in it. The field of application of the work results are researches on the latest literature, teaching literature in higher and secondary schools.

We analyze the qualitative and quantitative composition of the book collection of the civil press of the 18th century, which are in the collection of the Tambov regional universal library named after A.S. Pushkin (hereinafter TRUL). The relevance of the work is connected with the need to restore an objective picture of the creation and functioning of manor libraries of the late 18th century as an element of the cultural environment. The implementation of the Russian Foundation for Basic Research project allowed showing the world of the Tambov book of the 18th century in all its diversity. The novelty of the work lies in a system approach to the study of the array of books in Russian and foreign languages of pre-revolutionary libraries of the Russian province. We consider Tambov collections of foreign books of the 18th century, system information of which is currently absent in historiography and appears only as separate mentions in the works of local historians. The work with the existing repertoire of the library showed the key importance of Derzhavin library for the formation of modern Tambov collections of rare books of the 18th century. It is shown that the main array of the identified publications reflects the products of the Capital printing houses of the 18th century. The variety of thematic composition of the revealed collections is demonstrated. Among these collections of TRUL books there are publications on history, literature, philosophy, religion and natural sciences. The research proves that the study of the composition of the book collections of civil press of the 18th century gives important information for the study of book culture of the Tambov province, allows to analyze the appearance of the book works in the region and to find out the degree of attention to foreign and Russian media. Also it allows to detect the role of the book in the structure of cultural environment.

The research is about the most ancient symbolism of a bear in Russian folk tales, the analysis of the bear image anthropocentrism in these fairy tales is carried out, the results of the bear’s study as a totemic symbol and a Russian fairy tale character are presented, an attempt to prove cult significance of the bear for the society of the entire ancient Slavic ethnos and its status as an elder of the ancient Slavic ancestral family is made. In ancient times, people believed in the existence of a kinship between a human and a bear, since the behavior and appearance of a bear resembled a person more than other representatives of the animal world (this is because the Slavs were not familiar with primates, as in ancient India): according to a folk-belief, the bear loves and nurses his children, eats the same food as a man, he does not have a tail, like other animals; he walks on his hind legs and can dance, so in fairy tales he is assigned the role of a landowner and a defender. However, he is deceived in many fairy tales, because the bear is the owner, the king of the forest, so he is associated with the chief and the landowner, and according to Russian folk ideas, the chief, in fact, is more stupid than a simple man. 

The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.

We consider the necessity of the fair activities development in the urban culture space. A fair has the beneficial influence on social and cultural and economic changes in the urban environment. The research is based on the relevance of studying the fair potential as a social and cultural phenomenon, which is both economic and cultural as it contains functions of a social and cultural nature. To determine the fair social aspects in the urban culture space we consider fair as a social institution, examine its social and organizational activities. We consider the historical aspects of the fair appearance and functioning in the urban culture space. The social aspects of the fair are determined in many ways by the material world peculiarities which fill the fair space. Social, cultural senses and meanings are enclosed in the fair things and the fair itself is some kind of a language of culture. Communicative function of the fair is significant, it manifests itself in the creation of a communicative space, which includes communication, information exchange, self-realization, self-representation. A cultural and historical analysis of the fair social aspects led to several conclusions. Firstly, modern fairs are aimed at the preservation and reproduction of traditional culture. Secondly, such events contribute to the formation of new economic and social and cultural communication platforms. Such events as the fair fill the urban space with art, creative life, and allow urban culture to develop. The fair contributes to the renewal and dynamics of urban space. It preserves and complements the traditional sphere of cultural heritage.

The article deals with the interpretation of the translator’s linguistic-creative personality’s nature. The relevance of the problem is due to the fact that the translator’s creative ability issue has not yet been resolved. Nevertheless, some translator’s creative activity’s manifestations are noted in the text of the translation. The objective of the research is to study the ways of the linguistic creativity actualizing of Abay as a translator. The method of translation analysis is used, the strategy of meaning, the strategy of transformation, the strategy of associative thinking and various transformations are described. In the course of the study certain results are obtained: the possibility of manifesting the translator’s creative ability, the translator’s linguistic creativity, his egocentricity; the methods of Abay’s translation activity are comprehended and studied, as well as the strategies applied by him for the creative transformation of the source text are revealed. We pay considerable attention to individual strategies of the translator that contribute to the creative abilities’ realization. It is concluded that manifestations of egocentricity and creativity of the translator in the translation activity process are possible.

We explore the psychoanalytic transfer used by Danish director Lars von Trier in his debut film “Forbrydelsens element” (1984). We consider the stages of therapeutic sleep, its composition and structure. Along with hypnosis, we also analyze the motives of the artistic system of surrealism: strangulation, nausea, narcosis, sadistic and masochistic cruelties, drowning and poisoning, penis divinity, sewage and feces, decomposition of things, carrion and other unimaginable abominations. We show how surrealism becomes an integral part of the global modern art system – postmodernism. The closest attention is paid to such postmodern principle and methods of picturing reality as the distortion of chronotope, singularity and fold. We investigate “neomythologism” and the mystery of the film. Myths, secret allegories and magical practices of all times are involved in the demonstration of the first phenomenon. Path of the policeman character is presented as the initiation of the “neophyte” into the mystery, as katabasis, as Jung's archetype of “knight’s departure into darkness”. A special place in the work is given to the analysis of satirical means of influence on the viewer: elements of farce, slapstick and grotesque. In this field of Lars von Trier’s caustic satire lies a policy of multiculturalism, still pursued by the European Union countries and becoming the last, “night” coil in the era of the Christian civilization decline. Genres of past centuries (medieval mystery, idyll, phantasmagoria), presented in the film structure, also reinforce its satirical and pressing nature.

We consider the parameters of assessing the communicative effectiveness of video advertising: mind share (study of the tonality of the audience “posts” on social networks and identification of negative/positive), engagement (audience engagement, total number of user reactions), reach (coverage). The purpose of the study is to analyze the relationship of consumer audiences to video advertising that destroy/transform stereotypical gender images. Advertising is a powerful factor in the gender socialization of an individual: it affects the consumer and through advertising images represents the modern relationship between the sexes, thereby dictating a certain model of behavior. In accordance with the above parameters, we analyze the advertising texts based on a provocative strategy to destroy gender stereotypes. The material for the study is the texts of television commercials for the last 3 years. The results are compared with indicators of the audience’s attitude to advertising messages based on stereotypical gender models. The analysis showed that advertising transforming gender stereotypes can cause a public outcry and attract much more audience attention than stereotyped advertising, while increasing indicators of not only communicative, but also economic efficiency. Thus, in the modern advertising market, any revolutionary idea is subject to monetization: social problems, in particular gender inequality, are actively exploited in the commercial sphere in order to increase effectiveness indicators.