Paper Summary:

The paper analyzes how a specific advertisement represents and/or constructs our understanding of gender and sexuality. The paper examines how the advertisement categorizes the people shown, categorizes its intended audience and reinforces or challenges stereotypes.

From the Paper:

"Gender-specific advertisements have been a very important feature of commercial advertising for well over a century, since the creation of J. Walter Thompson - the first commercial advertising agency - in 1877. For almost a century, gender was primarily used non-sexually, in advertisements often targeted at the same gender. For example, ads such as those for household products (e.g., laundry detergents, vacuum cleaners, kitchen equipment, etc.), usually depicted women in their traditional domestic roles, using the products. It was not until the `sexual..."

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