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Gender portrait in Advertising

...... Advertizing in this sense re-presents or reflects various perceptions and interpretations of male and female identity. In theoretical terms, this re-presentation of gender through images relates to certain ideological and cultural perceptions in a society. It also shows the way that underlying cultural views of male and female or gender identity is largely constructed by the specific culture. Therefore, in terms of deconstructive theory and the analysis of modern society, it is important to be aware of the ways in which people, places, values and beliefs are represented in contemporary media and their impact on society (Controlling Advertising - ASA Schools and Colleges resources No 1). It should also be borne in mind that both male and female identity can often be misrepresented and distorted by the media. This is an important focus of the present discussion
The influence of advertising and images of gender have become much more pervasive than in the past. This is also largely due to the increase in modern communications technology, globalization and the breakdown of barriers between different countries. In the fairly recent past advertising was limited to regional or local views and perception of specific countries and cultures. This has all changed