Gender portrayels in advertising - "in modern advertising, gender is probably the social resource that is used by most advertisers".
Females
- maritial + family status established
- less often showed as employed
- typically quite young and attractive
- a diminished status (especially in comparison to men)
Young males
- active
- aggressive
- rational
Advertising Imagery
Male - "toughness and experience"
Female - "niceness or tenderness", thin women, smiling, nudity, warm, accesible.
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