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The main purpose of the article is to characterize discourse strategies pertaining to the presentation of the male and female body in modern advertising and to describe how the images of body contribute to the creation or blurring of gender differences. In order to better represent the phenomena that have appeared or intensified in recent decades, theoretical considerations concerning gender and body...
This paper explores whether gender and sex role orientation, in terms of masculinity and femininity, may be associated with older cognitive age among young people. It predicts that masculinity should be associated with an older cognitive age. Two surveys (N = 254 respondents aged 18–22 years and N = 327 respondents aged 18–55 years), conducted in Taiwan, generally support this prediction. Moreover,...
The accessibility of self-rated masculinity and femininity is proposed to vary as a function of individual differences, product types, and affective states. In turn, enhanced accessibility of masculinity or femininity should increase the influence of masculine or feminine ad-self congruency on advertisement evaluations. Results of two experiments showed that, for individuals whose masculinity or femininity...
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