ABSTRACT.The objective of this paper is to emphasize sexually objectified portrayals of women in advertisements, the portrayal of women in advertisements, and advertising representations of identity. The current study extends past research by elucidating gender-based reactions to the use of gratuitous sexual appeals in advertising, advertisements that portray women as sex objects, representations of masculinity in contemporary advertising, and the production of meanings in advertising. pp. 53–59

Keywords: advertisement, sexualization, meaning, representation, convention, social

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Spiru Haret University

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