Essay Structure

Introduction

- Exposure to advertising + figures etc
_Raise the question 'What impact does this have on society'
- Especially on women and younger girls, whats their perception of themselves?
-How this impacts how men think of women

          Key theories used without
          Gender studies :Feminism - Radical / Liberal
          Marxism//Neo Marxism
          Marxist Feminists, Link between capitalism and patriarchy
         
How does consumerism create complex gender differences?

Main Body

Methodology

Women in advertising affects the perception of women
     - Case studies
     - Negative or Positive
     - Since beginning of advertising
     
Femininity what is it?
Masculinity what is it?
   Karyn Franklin
   Malves and Lacan  Emasculate and femininity
   The Gaze

Talcott parsons
  - impact on the family
  - how this effect the way the family functions
  - how advertising keep the sexes in their sturdy roles
  - Expressive role instrument role
  - Is this past onto the next generation?

Violence within advertising
 - radical feminists
 - Domestic violence figures
 - Case studies from Dolce and Gabbana
 - Budweiser Advertising
 
As well as depiction and suggestions
- Are men perceived as and used in the same way as females are?
- Killbourne, Killing us softly
- Other case studies,
                   - BMW
                   - Calvin Klein
                   - Luis Vuitton
                   - marxist Feminists

Visual Amputation and sexualisation

Sexualisation or objectification - instrument of sexual pleasure,
Feminism
Disregard for personal and intellectual abilities,
- The focus on individual body parts

However this could of changed
   - Impact of paid work
   - Founder of body shop ( no fuss advertising)
   - Dove advertising - Empowerment of women
   - Multiethnic society ( Asian women often presented very positively, such as in the education system)

Caroline Herdmans- Sex objects- not empowering

SEX SELLS
- Swedish advertising- Ikea?
Body Image
- Case studies - Ralph Lauren
- High fashion , size 6
- Soft ware, Editing
- Real Women
CASE STUDY ;the more you subtract the more you add,
          Promlems for young girls

Conclusion
 - Case studies
- Feminist Arguments
- Sum up each argument in chapters
- Methodology
- The argument which answers the question