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    While the media may try to communicate a message of non-bias when it comes to gender in advertising, there is still a significant amount of information that communicates the exact opposite.

    1. What are the different sociological approaches when it comes to gender and research,
    2. What are some examples in advertising and the media.
    3. Why do you think this still occurs in the United States?
    4. Describe the different examples you found and how they apply to the sociological perspective.

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    Solution Preview

    Dear Student,
    Hi and thank you for using Brainmass. The solution below should get you started. There are a host of perspectives but I think we should focus on the 3 main ones. Since there are 4 questions, its best to use this 4 questions as the basis of outline. Basically, what we will do is provide suitable discussions to each of the questions and use 'evidence' to support the claims we make. To do that, we need to cite some examples. I suggest therefore this simple outline -

    1. Sociological approaches & gender studies - 100 words
    2. Media (news/tabloids)- 100 words
    3. Gender Bias in the US - Gay marriages - 100 words
    4. Examples & sociological perspectives - 100 to 150 words

    This would yield around 450 to 500 words but if you feel that you need to have a much more lengthy answer, you could always use the listed resource to find more information or to be more elaborate in your response. Good luck with your studies.

    AE 105878/Xenia Jones

    Sociological Approaches

    When we talk of sociological approaches, we are referring to the ways of studying or coming to understand gender. Often, we utilize theories but since gender is a sociological concept, much of the approaches in gender have been utilized because of their understanding of how gender is both perceived and constructed. Holmes (2007) suggests that it would be best to explore this using functionalism (as was done in the 60's) and social construction (as began from the 70's). Functionalism is all about coming to understand the differences that define men and women from each other while social construction is all about looking into the varied social structures and elements that establish the idea of gender and enforce this idea upon society, from one generation to the next. The notion of gender is all about differentiation of the social roles ad expectations from men and women. Increasingly however, the idea of the 'third sex' and the homosexuality has come to questions the sex-role idea whereby gender is defined by sex and function (as in women give birth and become mothers, men are fathers and provide for the family) ...

    Solution Summary

    The solution provides information, assistance and advise in tackling the topic of gender in advertising. The 4 tasks listed in the original problem (see above) are provided discursive answers and examples from real life including gay marriages as well as the application of sociological perspectives. Resources are listed for further exploration of the topic.