Gender - "This again is a most important source of identification. The display of a characters gender refers to conventionalized portralals of culturally established correlates of sex. Analysis of ads suggests that gender is routinely portrayed according to traditional cultural stereotypes; women are shown as very femanist, as 'sex objects', as housewives, mothers, homemakers. Men however are presented in situations of authority and dominance over women. Femaninity and masculinity are prototypes of an essential expression.
"Language used by advertisers shows they think of people as targets on which they wish to make an impact, rather than as human beings. In advertisements, they use language which is subtle and cajoling".
Classic car advertising - 'a sports car is a mans mistress' - 'a saloon car personifies his wife'
Adverts portray sex-role stereotypes which itself influences the learning of sex-role stereotypes.
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