Abstract
The article discusses the relationship, similarities and main differences between businesswoman and tabysty ayel which are formed through media texts. Many variants of translation of the concept successful were analyzed. The lexeme tabysty in the Kazakh language is used in the work. In the article, as supporting features of the main concept, such meanings of the concept were considered as kolynan is keletin adam, tabysty ayel. Tabysty ayel was determined according to such main criteria as zhenisti, zhetistikti, tanymal. The authors conclude that the overwhelming majority of media texts with the meaning of the concept isker ayel published on the pages of newspapers, and media texts with the meaning of the concept tabysty ayel are published in glossy magazines for women. They have high competition due to imagery, aesthetics, content and thematic versatility, etc. and belong to one of the most popular and attractive types of media texts.