Gendered Advertising – Shaping Self-Image to Visual Ads Exposure
Gendered Advertising – Shaping Self-Image to Visual Ads Exposure

Summary/Abstract: Gendered-related advertising research has been undertaken for more than three decades now, and the revealing of the “real” truth is far from being attained. Starting with a brief literature review, this paper’s aim is to draw the attention on and generate a larger debate on the following topics: gender response to visual communication, language and cultural impact of the ads, and portraying selfimage as a result of emotional/rational reactions to ads exposure. Based on Goffman’s groundbreaking analysis of advertising and Jhally’s “The Code of Gender,” our paper covers the most popular and fashionable Romanian adverts analysis. Living up to the ads shapes our self-esteem, our perception of the self and our gender identity. How deep is the influence and how dangerous the ads are? This paper is an attempt to provide a reasoned response to these questions.

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