It is undeniable that men and women are portrayed differently in advertising and part of the reason is due to the objectification of women. The “women’s movement” has played a very big role in the significant social developments in the second half of the twenty first century (Artz 1991). This was a time when women saw themselves as being objectified and wanted to do something about it. They started questioning the rights of women and strived to be considered equal to the opposite sex in the eyes of the world (Sun 2010). This social and psychological movement, which began in the 1960’s, was a vital stepping stone for women as 1975 was even named “International Women’s Year” (Artz 1991). By the women’s movement assimilating more women into the workforce it greatly changed the way women were portrayed in advertisements ...
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