Gendered Advertising: From Text to Industry to Classroom

  • Aileen O’Driscoll


Examining and analysing the gendered attitudes and opinions of advertising students cannot occur without considering both the gendered cultures that operate in advertising practice and the advertising texts that the sector produces—both of which will shape their future professional lives. It is crucial, therefore, to survey the key trends in advertising’s representations of femininity and masculinity through the critiques offered by second-wave feminism in the 1970s up to the contemporary period of the 2000s, and also to scrutinise how industry responses to feminism influenced recurring motifs in advertising imagery, particular since the onset of postfeminism in the 1990s. Further discussion must also focus on how creative and cultural workers can be conceptually and theoretical understood, on the hypermasculine working cultures and practices that proliferate in advertising agencies, and on the insight provided by academics into the creative advertising practitioner as a gendered subject. Additionally, attention is afforded to positioning the advertising student as a future practitioner ‘in training’—one who will be tasked with making ethical and moral, as well as professional, decisions with regard to depicting the sexes in particular ways. All of these are given consideration in this chapter before the study’s findings are outlined in the following three chapters.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Aileen O’Driscoll
    • 1
  1. 1.Dublin City UniversityDublinIreland

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