Gender Perspectives In Advertising

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There are numerous gender problems in the world. This is bound to pose problems to social, economic and even political development. Therefore, the issue of gender equality has been continually stressed globally. The Language of adverts in relation to social variables has been studied in different contexts. It has emerged from such studies that there is a gender bias against women located in that language. So far, there is no linguistic study that has focused on gender perspectives in the language of adverts in print and electronic media in Kenya. Due to the above gap, this book addresses that issue. The focus is on three media genres: Television, Newspaper and one FM radio station. Twenty adverts are purposively selected for analysis. It is revealed that indeed there is gender bias in the language of advertising. It is hoped that the findings from this book might help to promote gender equality and empower women. Non-governmental Organizations and other organizations charged with the responsibility of sensitizing people about gender equality may also benefit. The area of mass media that deals with advertising, designers of and participants in adverts,