Theorists in Gender Advertising...

Gunter (1995)- Theorist who focuses on how gender of women are being represented in magazines. He found out that women in magazines in the 1970's were hardly shown in paid work and if they were then they would be in jobs that would be associated with the female gender. He also found out that the housewife image was in decline after the 50's but was quite common in the 60's and 70's.

Cumberbatch (1995)- Theorist who done a study of 500 prime time tv ads in the UK and found that advertisers had seemingly become wary of showing women doing housework. The study also showed men cooking in the kitchen which revresed the roles and introduced men in more domesticated jobs.

Scheibe (1979)- Done a study on TV ad's and assesed what male and female characters were concerned about. His results showed that women are more interested about beauty, cleanliness, family and pleasing others. on the other hand, men's results showed their achievements and wanted to have fun.

Macdonald (1995)- Macdonald quoted: "advertisers generally lagged behind women's magazines in the cultivation of new modes of address, even when the evidence suggested that commercial advantages could be gained from modernising their approach." This shows that Macdonald argued that the so called stereotypical view of women was not being changed i.e the housewife stereotype.

Greer- Greer quoted what stands a famous saying: "every women knows that she is a faliure if she is not beautiful." This famous quotation sums up the stereotype of the represetation of women. It reinforces that the stereotype still exsits and has not changed over the years. Also, to back this argument up it is true that there are younger female actresses than older male actors.

Walter (1998)- Walter Quoted that women nowadays are more or less happy with their physical apperance. However, it is men that are feeling paronoid with the way they look, which intorduces the "new man" theory and how a meterosexual are more in touch with their feminine side. she stated- "more attractive people earn more money than their plain counterparts and this was more apparant for men then women." However, her theory was proven wrong and was contridicted as surveys were done and showed that women are ten times more likely to become more unhappy with their body image then men.

Cortese- Argues that women are mostly shown to be the perfect provocateur as they are made to look provocative through make up, editing and clothing. This is where TV ads ad magazines make the women look beautiful and attractful for the male gaze by increasing the boobs, glissing up the eyes, lightening the skin colour etc. This reinforces Laura Mulvey's theory of women being objectified as sex objects and having no purpose in the media.