Media and Gender: A Gender Representation Study in Television and Print Advertising

Exploring the representation of women in advertising: A critical analysis of previous studies and research methodologies

Abstract

In many industrialized and emerging countries, gender depiction in advertising has long been greatly discussed and widely explored. This research will carried out on the representation of women in advertising, research methodologies utilised in previous studies and research focuses. In many established and emerging countries, the gender depiction in advertising has long been greatly discussed and examined. This paper covers academic studies on female depiction in advertising, research techniques employed in previous studies and study emphasis. Moreover, this evaluation will allow researchers to identify the deficiencies in the studies and offer them with a platform for addressing these deficiencies in academic research.