Branding Sexuality & Gender: How Does Branding, in the Context of Advertising, Reinforce Gender Stereotypes and Inequalities in the Public Space? What Are the Affects of This?

Branding Sexuality & Gender: How does branding, in the context of advertising, reinforce gender stereotypes and inequalities in the public space? What are the affects of this?

Anna Ptasinski October 2010

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Plagiarism Declaration 1. I know that plagiarism is wrong. Plagiarism is to use another’s work and pretend that it is one’s own. 2. I have used the Harvard convention for citation and referencing. Each contribution to, and quotation in, this essay from the work(s) of other people has been acknowledged through citation cited and referenced. 3. This essay is my own work. 4. I have not allowed, and will not allow, anyone to copy my work with the intention of passing it off as his or her own work. 5. I have done the word processing and formatting of this assignment myself.

Signature: ___________A_____________ Anna Urszula Ptasinski

Date: ______2010.10.08______

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Contents Page 1. Introduction 2. Literature Review
2. 1 Gender inequality: it’s relation to branding in our society 2. 2 The female form and feminism 2. 3 Brand strategy and its reinforcement of gender stereotyping and inequality 2. 4 Brands and their advertising: how gender stereotypes are still implemented 2. 5 Influences and effects of branding within the public space 2. 6 Change: understanding branding and the public space 2. 7 Provoking your thoughts: brand campaigns to raise awareness 2. 8 Consequences

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3. Methodology
- Method of analysis - Research questions - Sample selection - Research aims

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4. Results & Findings
- Sexism in the South African context - Respondent’s thoughts on gender stereotyping - Branding and gender stereotyping in the public space - Respondent reaction to the way females are represented in the public space - Sex as a commodity

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5. Conclusion 6. Bibliography 7. Appendices

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CHAPTER 1 An Introduction to the Study
Some time ago Gustave Le Bonne (1879) compared

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