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... This paper will explore how the language and images used for advertising, both reflect and create particular cultural conceptions of gender identities. I shall consider ‘mythological’ notions of gender and review critical writings on those notions. I propose that the Ideology of contemporary consumer culture confines both men and women to particular ways of thinking about themselves, their identities and their positions of power within society. ... With respect to gender, some words have a cultural appropriateness that dictates when and by whom they may be used. ... Terms such as, ‘great, terrific, cool and neat’, she describes as having neutral gender status whereas the terms, ‘adorable, charming, sweet, lovely and divine” have a strong gender orientation towards women. ... In this respect ‘appropriate’ language prescribes and reflects gender identities. (Lakoff; 1975) This aspect of word gender appropriation is seen throughout language within different cultures particularly in advertising discourse. ... Their pervasiveness has called forth popular and academic discourses foregrounding the crucial issue of how these images are implicated in the on-going construction, negotiation and maintenance of gender identities and social relationships between women and men. Advertising as a discourse type is a powerful ideological apparatus for the reproduction of social and gender identities. In advertising, gender-specific advertisements are often created to address men and women separately. Issues surrounding the prescription of gender identities are evidently intricate. Throughout the paper it has been shown that there are many different techniques in which a gender identity can be constructed in advertisements.
Approximate Word count = 1848
Approximate Pages = 7.4
(250 words per page double spaced)
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