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While searching for the fresh perspectives on a women's role in advertising we have found this document:
It's elaborated by the Ministry of Work and Welfare (the Spanish one) in the cooperation with the Secretary of Equality and Women's Institute in Spain.
Even though it's brief and too overloaded with graphics, it analyzes quite well the advertising profile when it comes to seducing consumers.
What it says, is that the health is nowadays a consumer's good and thanks to great variety of ¨easy and instant-use¨ products one can face all kinds of situations.
What's curious, this scheme works the same with men (with the exception of well known advertising protagonists: femme fatal, Lolita, woman-sexual gratis that comes with a product).
“If the great advance of the 20th century was the inclusion of women as equals in society, then an even greater advance in the 21st century will be the incorporation of women’s thinking.”
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