9. Constructing Gender and Technology in Advertising Images

  1. Thomas J. Misa
  1. Aristotle Tympas,
  2. Hara Konsta,
  3. Theodore Lekkas and
  4. Serkan Karas

Published Online: 5 AUG 2010

DOI: 10.1002/9780470619926.ch9

Gender Codes

Gender Codes

How to Cite

Tympas, A., Konsta, H., Lekkas, T. and Karas, S. (2010) Constructing Gender and Technology in Advertising Images, in Gender Codes (ed T. J. Misa), John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9780470619926.ch9

Editor Information

  1. University of Minnesota, USA

Publication History

  1. Published Online: 5 AUG 2010
  2. Published Print: 6 JUL 2010

ISBN Information

Print ISBN: 9780470597194

Online ISBN: 9780470619926



  • constructing gender and technology in advertising images - feminine and masculine computer parts;
  • men–mouse versus women - keyboard associations, standard advertising trope into Internet age;
  • advertisements, connecting female faces to computer screens - and male computer designers in the director's chair


This chapter contains sections titled:

  • Methodology

  • Men on the Phone

  • The Keyboard Versus the Mouse

  • The Printer Versus the Hard Drive

  • Women on the Screen

  • Conclusion

  • References