Literaturnachweis - Detailanzeige
| Autor/in | Ferrante, Karlene |
|---|---|
| Titel | Making Sense out of Sex Stereotypes in Advertising: A Feminist Analysis of Assumptions. |
| Quelle | (1988), (13 Seiten)
PDF als Volltext kostenfreie Datei |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Monographie |
| Schlagwörter | Advertising; Feminism; Mass Media Effects; Mass Media Role; Media Research; Sex Bias; Sex Stereotypes |
| Abstract | Sexism and racism in advertising have been well documented, but feminist research aimed at social change must go beyond existing content analyses to ask how advertising is created. Analysis of the "mirror assumption" (advertising reflects society) and the "gender assumption" (advertising speaks in a male voice to female consumers) reveals the fact that the advertising industry is a patriarchal institution which has capitalized on and reinforced women's position in the patriarchal order. Rather than mirroring society, ads exaggerate some parts of the picture while minimizing or even eliminating others. Rather than reflecting stereotypes which exist in society, ads actively promote them in order to sell more products. Once feminist researchers become aware that the "mirror assumption" is false, they can direct their energies to the implications of the "gender assumption" with its artificial social order of men as active authority figures and women as passive product users. (A list of 20 references is attached.) (MHC) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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