<The Gender ADs Project>


Global Ads



<Background: The theme of globalization is common in a number of print ads. These ads often emphasize the positive values associated with globalization, such as the empowerment of individuals and the greater connectivity of kin. Other ads stress exoticization, which is a continuing negative dimension of modernity in advertising. The Ads: Images 9, 10, 11 emphasize a disturbing exoticization of the world, while an ad like 5 illustrates the increasing association of globalization with positive social values, including kinship.   Discussion Questions: (1) Given the advent of globalization, how has advertising changed? (2) Has advertising reflective of globalization stressed more inclusion for women, persons or color and other underrepresented groups? (3) What values are associated with globalization as reflected in advertising?>


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Image 5

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<presented by Scott A. Lukas, Ph.D.>