WOMEN IN/AND ADVERTISING

GENDER

¡§the keel of self-identity¡¨ Jib Fowles.

Sut Jhally: ¡¥it is because ¡Kconventions of gender display are so easily recognised by the audience that they figure so prominently in the image system. Also, images having to do with gender strike at the core of individual identity. ¡K What better place to choose [for advertising messages] than an area of life that can be communicated at a glance and that reaches into the core of individual identity¡¦.

Biological determinism: the view that people¡¦s behaviour patterns are the result of their genes and their biological inheritance. Biological determinists typically argue that men and women are fundamentally different, and that they cannot help it ¡V they were born that way.

Social constructionism: the view that people¡¦s personality and behaviour are not pre-determined by biology, but are shaped by society and culture. People are not fixed from birth, then, and can adapt and change.

Sex: represen...