The range of female images in advertising has no doubt expanded. This does not mean, however, that anything much has changed in the underlying pattern of role expectations and ascriptions.
Women are commonly portrayed in one of the two following ways: either in their traditional role as a mother (as natural, caring, helpful and supportive) or as the exact opposite, the object of desire, the “feminine” being a symbol of eroticism and female accomplice to man’s heterosexuality. Both of the above images of women in advertising are linked to beauty, youthfulness and fragility and serve as decorations for various products.
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