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Abstract

In 2010 the European Commission published a report outlining its official position on ‘Breaking gender stereotypes in Media’ thereby explicitly recognising that advertising’s dissemination of images that depict gender stereotyping works to uphold gender inequalities. In addition, the European Coalition against Media Sexism (WECAMS) has engaged with the European Parliament and the European Advertising Standards Alliance in a bid to open up discussion on the possibility for standardising guidelines aimed at tackling and preventing sexism and gender stereotyping in advertising. Furthermore, over a more than forty-year history feminist media research has consistently pointed to problematic gendered imagery in advertising texts and has noted, in recent decades, the influence of postfeminist discourses that are antagonistic to feminism in ways that result in a perpetuation of gender stereotyping in advertising images. In 2016, the issue of gender stereotyping, sexualisation and objectification in and through advertising imagery is once again on the agenda. However, little academic attention has been paid to the cross-over fields of the advertising industry and the sphere of advertising education as a possible site of facilitation of such images. This article presents some qualitative and empirical findings and observations from an ongoing PhD study into the gendered educational cultures of advertising students at two academic third-level institutions in Ireland.

DOI

10.21427/D7PP4T

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