ABSTRACT. The theory that I shall seek to elaborate here puts considerable emphasis on women’s attitudes toward sex-themed advertising, the portrayal of women as sex objects in advertisements, advertising aimed at the midriffs, and the representation of women’s bodies in advertising. The mainstay of the paper is formed by an analysis of the nature of contemporary sexualization in advertising, the rise of midriff advertising, the effects of sex in advertising, and advertising representations as texts produced at the intersections of representational conventions. pp. 166–171

Keywords: women, advertisement, gender, sexually objectified portrayal

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