Item

Advertising to Women:Who Are We in Print and HowDo We Reclaim Our Image?

Type
Journal Article
Author
Jane C. Levy
Year
2008
Publisher
Taylor & Francis
DOI/Link
http://doi.org/10.1300/J456v02n04_07
Abstract
In spite of the enormous power that women wield in themarketplace, the role of women in advertisements is not commensuratewith women as a powerful group. Studies demonstrate a gender bias inadvertising, such that, despite their buying power, women are portrayedin stereotypical roles. This manuscript discusses ways that women aredepicted in magazine advertisements and the effect of these marketingstrategies on society. Also included is a discussion on ways that consum-ers can mitigate these influences. The article closes with a case exampleusing Narrative Therapy and media literacy.
Language
English
Keywords
Media Literacy, Advertising Literacy
Tags
Narrative and storytelling, Media analysis
PGDMIL Course
C02 – Media, Technology and Content
PGDMIL Block
C02-B3: Advertising and MIL
Has Part
C02-U10: Advertising: The Creative Process
Corpus Status
Pending Review

Similar Articles