Advertising: The representation of women in advertising
1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid-1990s, advertising has increasingly employed images in which the gender and sexual orientation of the subject(s) are markedly (and purposefully) ambiguous. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Looking at women's magazines in the 1950s, Betty Friedan (1963) claims this led to the creation of the 'feminine mystique': 'the highest value and the only real commitment for women lies in the fulfilment of their own femininity. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? There was also a second major area of expansion in production/consumption - clothes and make-up - which led to women being increasingly portrayed as decorative (empty) objects 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey's (1975) theory o...
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