Gender representation: To what extent does advertising construct our ideas of gender?

I have selected gender representation as my topic for Context of Practice. I chose this question because as a women it affects me substantially. There are endless examples of sexualisation of both men and women in the advertising and these ideas of the realities of gender are often false. 

I currently only have initial ideas about the areas I want to explore as it is such a vast subject. I have considered focussing my project on men in particular as often the impact of advertising on men is ignored.  I have also considered the recent he for she campaign which was made well known by Emma Watson. It was suggested in my crit that I design advertisements for this campaign. 

I also took away the following points from my crit and the crits of others-

-Question of inequality?

-The perception of women

-Consider a category of advertisements e.g. perfume

-Is it possible to communicate the same message adverts do currently without having a negative affect on body image?

-Sexism in cleaning adverts

-What is feminism?

-Adverts that are supportive to women e.g. career women and mothers

-Diet Coke advert; male sexualisation

-Younger generation aspiring to be women in media; create new role model? 

-Look up The Male Gaze

To kick start my research I have gathered a variety of books covering both genders media and body image:

Gauntlett, D (2008) Media,Gender and Identity. An Introduction, 2nd edn., Abingdon: Routledge.

Wykes,M and Gunter B (2006) The Media & Body Image, 2nd edn., London: Sage Publications . 

Crewe, B (2003) Cultural Production and Producers in the Men's Magazine Market, 1st edn., Oxford: Oxford International Publishers .