Gender In Advertising

Gunter(1995)- Gunter looked into the representation of women in magazines throughoutthe decades, his research found out that women in magazines were shown in roles that were assositated with the gender which was usually jobs that didnt have high income,jobs such as secataries. Gunter also found that the housewife image that was shown of women in the 50's was still around in the 70's.

Cumberbatch (1995) - Cumberbath was also a theorist that done his research at the same timeas Gunter, his research involved looking at 500 tv advertisiments and relising that women doing houswork only covered 7% of television advertisments, one key point which Cumberbatch found was that in this time there were adverts showing men doing housework, this could have been start of the new man generation.

Scheibe - Scheibe was a theorist that investiagted television advertisments aswell as Gunter and Cumberbatch, he found that there was a difference between the representations of men and women, he said women were shown in a way which highlights beauty, cleanliness, family and pleasing others, whereas men were only more concerned about achievements and having fun

Macdonald (1995)- Macdonald's ideas were different from the other theoriests, his search found that advertisers followed womens stereotypes and did not want to potray the new modern idea of women in the advertisiments.

walters (1998) - Walters study looked into the representation of men and women in magazines, her key point was more attractive people earn more money than their plain counterparts and this was more apparant for men then women. walters also said that this point was more relevent to women then men.

Greer - Geers study looked into the repretation of women he says that years ago it was ok for a women to look just beautiful but in todays text women had to have a tight body and a pretty face to go with it, Greer also states that every woman knows that she is a failure if she is not beautiful which emphises the views of society that women feel.

Cortese - Cortese is another theorist which in their study they found that womenn were seen to have no real place in media and were seen as just sex objects and nothing more. However he does go on to say that women are shown to look near enough perfect through the use of editing, as parts of their body have been highlighted and making them look better then they acctully do.