Advertising to Women; Who Are We in Print and How Do We Reclaim Our Image?

In spite of the enormous power that women wield in the marketplace, the role of women in advertisements is not commensurate with women as a powerful group. Studies demonstrate a gender bias in advertising, such that, despite their buying power, women are portrayed in stereotypical roles. This manuscript discusses ways that women are depicted in magazine advertisements and the effect of these marketing strategies on society. Also included is a discussion on ways that consumers can mitigate these influences. The article closes with a case example using Narrative Therapy and media literacy.