Study task 3 - reading and understanding a text

The question i have decided to base my essay on is "To what extent does advertising construct our ideas 
of gender?" and the book that i used for this task was David Gauntlett's Media, Gender and Identity.

The tone tone of voice that Gauntlett uses in Media, Gender and identity is informal tone-of-voice

as it sounds like he is speaking to the reader directly. Gauntlet has a good strong idea of how he perceives 

sexism and gender roles in the media. Gauntlett makes a fair few points about the use of sexism in the

21st century and how they could be mistaken for the same views of those of the 50s/60s. 

key points he makes 

- 21st adverts/films are still using gender roles and same idea of sexism

- stereotypical job roles

- no longer just women idolised in the eye of the media

- how out of date the stereotype roles are

- That nowadays men and men movie stars have to be beautiful, go to the gym etc so it changed from

 pressure on women to pressure on people as a whole.

key quotes

"women are still cast as younger, supportive counterparts to men, and older women are still the most

 underrepresented group" 

"Post feminism, women can do whatever they please" 

"Certainly, the very obvious stereotypes from the past have mostly gone (although today's sexism 

may just be more subtle)"

"women are twice as likely as men to be in commercials for domestic products, and men were twice as

 likely as women to appear in ads for non-domestic products"

"Magazines for woman celebrate the thin figure and magazines for men are more curvaceous figures"

"Women who were unselfconscious and unmade-up thirty years ago', she says are now 'infected' 

with the need to conform to certain images of beauty"