Advertising: The representations of women in advertising
Alezey THE REPRESENTATIONS OF WOMEN IN ADVERTISING Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read these extracts from an academic essay on gender in advertising by Reena Mistry . 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? 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? 3) How did the increasing influence of clothes and make-up change representations of women in advertising? 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? 5) How did the representation of women change in the 1970s? 6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years? 7) What does Barthel suggest re...