The themes of sex, gender and the associated alienation and equality are becoming more and more relevant today; they largely define the boundaries of what is acceptable in American and European culture, and also exist in our country. These themes also affect the research on the phenomenon of consumer society. There are, of course, models and patterns that support existing gender stereotypes, which help to successfully promote and sell certain goods and services. In addition to the above, the article considers advertising and its role in reproducing or, on the contrary, reversing accepted gender attitudes, as well as manifestations of gender stereotypes in mass culture, which is a striking representation of the sphere of consumption.