Gender Advertisements is a 1979 book by Erving Goffman.
[1][2][3][4] Goffman's work has led to a number of further studies.
[5][6][7] In Gender Advertisements, Goffman analyzes how gender is represented in the advertising to which all individuals are commonly exposed.
[8] In her 2001 work Measuring Up: How Advertising Affects Self-Image, Vickie Rutledge Shields stated that the work was "unique at the time for employing a method now being labeled 'semiotic content analysis'" and that it "[provided] the base for textual analyses ... such as poststructuralist and psychoanalytic approaches".
[13] She also noted that feminist scholars like Jean Kilbourne "[built] their highly persuasive and widely circulated findings on the nature of gender in advertising on Goffman's original categories".