Advertising: The representations of women 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? Advertising began showing more independent, confident and career-focused women rather than only domestic or passive roles. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Women were shown as housewives, mothers and homemakers whose main role was pleasing husbands and caring for the home. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? Women became represented more as objects of beauty and glamour, with focus placed on appearance and attractiveness. 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey — the male gaze refers to women bein...