Journalism and Mass Communications, College of
Date of this Version
September 2005
Abstract
Make no mistake—it is popularity that makes pop culture important. And it is the powerful visual imagery of advertisements that helps define the largely artificial construction we call gender. Sex-role stereotyping and gender representations are typically studied in content analyses of television and magazine advertisements. Less common are investigations into outdoor advertising, a medium that is ubiquitous and the most democratic—everyone has equal access to visuals. This essay calls attention to and offers insights on advertisements in our outdoor visual space, focusing on gender representations. Capturing and analyzing these ephemeral images can show how they influence how we feel, think, look, and act like a man or a woman through commercialization.