Advertising is one of the artifacts that are part of a set of cultural instances and, as such, it works as a mechanism of representation and operates as a mechanism for the constitution of identities. More than seducing consumers or inducing them to obtain a given product, advertising conveys a kind of cultural pedagogy and curriculum. These, among other things, produce values and knowledge, regulate behaviors and ways of being, re-produce identities and representations, constitute certain power relations and teach ways of being either a woman or a man, forms of either femininity or masculinity.
gender; sexuality; cultural pedagogy; cultural curriculum; advertising
