Advertising: The representations of women in advertising
Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read the extracts This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid 1990s, Mistry argues that advertising has become more progressive in its representation of gender , with a noticeable shift towards depicting ambiguous gender identities and sexual orientations. These depictions challenge traditional gender role stereotypes and the dominant heterosexual norm. Increasingly, adverts portray homosexua l themes , moving away from the previous camp, comic portrayals of gay individuals that were typical in mainstream media. This change aims to be more inclusive and to undermine conventional representations of gender. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? In the 1940s and 19...