Gender ideology in contemporary advertising

Abstract

In studying contemporary advertising, we recognize the need for reconciling the classic perspective – of macro-sociological studies – with postmodern theories (which deal with subjectivity and identity). This conciliation can also be noted in feminist studies, represented in this article by Lauretis and Hollanda (1994). In order to understand this necessary conciliation, the text begins with a brief sketch about domination and power and then it tries to demonstrate how feminist theorists, when they relate those approaches, have contributed to the development of social theory. This can be seen, for instance, in the gender ideology concept, which brings the idea of the formation of subjectivities and of identities in and through social processes and comprehends simultaneously the structural processes which act in the advertising production and reinforce the androcentric standard.