The concepts of gender and sex, however used interchangeably, have unlike definitions. Sex is a biologically determined factor: one’s body can be male or female. Gender is a culturally determined factor: one can be masculine or feminine. Gender roles are the general beliefs our culture has that constitute gender. Stereotypes in advertising conform to these gender soles.
To be feminine in the United States is to be attractive, deferential, nonaggressive, emotional, nurturing, and concerned with people a...
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...ut images sexist enough to be recognized and garner attention if it may lead to a drop in sales? Research suggests that only advertisements perceived as sexist affect the viewer. And, although a viewer may be offended, they will remember the company’s name. In the world of consumerism, name recognition equals higher general sales, whether unintentional or not it rings true that there is “no such thing as bad publicity”.
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