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The inescapable images: gender and advertising

Iris Mayne (Graduate of University of Wales Bangor and a part‐time Lecturer in Sociology)

Equal Opportunities International

ISSN: 0261-0159

Publication date: 1 March 2000


Defines advertising and looks at the way it is part of the whole home environment. Considers the influence and power various media possess with particular emphasis on women. Addresses how advertising reinforces the existing power roles within society and questions if recent evidence shows any change in this position. Concludes that most individuals are aware of the unrealistic nature of some advertising but advertisers still often represent the “establishment” and stick to proven methods of success.



Mayne, I. (2000), "The inescapable images: gender and advertising", Equal Opportunities International, Vol. 19 No. 2/3/4, pp. 56-61.




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