- simple straight-forward for women
- stereotypical representation of gender
- Promotes a gender binary
- Consistently reinforces hegemonic values
Adbusters
- consistently subversive
- Lacks anchorage through the whole text
- No clear preferred reading of the magazine
Lisbet Van Zoonen
- Women are used to sell products which appeal to heterosexual men
- The homeless women is sitting on the floor
- She isn't stereotypically attractive
- Binary opposition between rich & beauty and poor & unattractive
- Androgyny: Unsure what gender they are
- Adbusters is 'preaching to the converted' which means they're talking to people who already believe their views
- Adbusters suggests that their audience are people that don't like society's rules "culture jammers"
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