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Advertising is a highly visible and seemingly controversial agent of socialization (Paff, Lakner, 1997). Indeed, it appears everywhere in our lives, on television, on the internet, on busses, in our mailbox, in magazines, and now in the toilets of our favourite restaurants or nightclubs. Jean Kilbourne, one of the best-known advocate of raising awareness about the exploitation of women in advertising, claims that, “we are exposed to over 2000 ads a day, constituting perhaps the most powerful educational force in society”. But the problem is that it often exploits women as sex objects and adornment strips women of their individual identities...
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