DOI: 10.36347/sjahss.2016.v04i07.013

Pages: 836-838

Women’s image and manifestation in advertising has been an area which attracts great attention in women’s development. In present advertising, the discrimination of women is very popular and taken for granted, which lead to the harmfulness of both women’s personality and rights. We are basically still in a male-dominated social and value systems, gender discrimination often lack the necessary sensitivity. Most of the advertising is really sexist, but more often in more implied ways. The purpose of this paper is analysis and criticize on the phenomenon of gender discrimination in advertising, with the aim to help the audience learn to read critically and the whole society be more conscious of gender ideology in discourse.