1. In Steve Craig's "Men's Men and Women's Women", he examines four gender
stereotypes that commonly appeared in commercial advertisements. Briefly describe
the four categories being discussed in his essay. Do these (admittedly dated and
offensive) categories still exist in modern advertising? Can you think of one or two
examples that might fit at least one of these categories?
2. In "How Empowerment Became Something for Women to Buy," why does Tolentino
claim that, as a sales pitch, "empowerment can be actively disempowering"? Are there
any other problematic implications behind this concept of 'selling empowerment'?
Quote and cite at least one relevant passage from the text that supports your answer.
3. Craig cites research by John Fiske that explains how television advertising was heavily
gendered, and ads were often aired with the assumption that certain gender
demographics were more likely to watch specific types of programs (at various times in
the day/week). How have advertising strategies changed in an era in which users are
rapidly moving away from traditional television and onto web-based streaming
platforms and social media? Consider some of the ideas covered in Joseph Turow's "The
Daily You" (assigned for Monday), as well as any knowledge you may already have on
the subject.
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