From sex objects to bumbling idiots: tracing advertising students' perceptions of gender and advertising.

While much attention has been given to critiquing sexism and stereotyping in advertising texts, less weight is afforded to examining the gendered opinions and worldviews of the practitioners who create such texts and even less focus on such attitudes as held by advertising students—the next generation of advertisers. This paper is concerned with exploring advertising students' attitudes towards representations of the sexes in adverts, and how this may reflect their gendered opinions more generally. Analysing individual, semi-structured student interviews (n = 12) reveals that, while there was widespread acknowledgement that sexual objectification of women in advertising remains prevalent, there was a discursive turn towards a concern for men and boys, and assertions that misandry has emerged as a concerning and unwelcome trend in advertising imagery and texts. This was bolstered by a less prevalent theme; one which lauds the figure of the "tomboy" and thereby serves to privilege the male experience. [ABSTRACT FROM AUTHOR]