Resumo

SABAT, RUTH. Cultural pedagogy, gender, and sexuality. Rev. Estud. Fem. [online]. 2001, vol.9, n.1, pp. 04-21. ISSN 0104-026X.  http://dx.doi.org/10.1590/S0104-026X2001000100002.

Advertising is one of the artifacts that are part of a set of cultural instances and, as such, it works as a mechanism of representation and operates as a mechanism for the constitution of identities. More than seducing consumers or inducing them to obtain a given product, advertising conveys a kind of cultural pedagogy and curriculum. These, among other things, produce values and knowledge, regulate behaviors and ways of being, re-produce identities and representations, constitute certain power relations and teach ways of being either a woman or a man, forms of either femininity or masculinity.

Palavras-chave : gender; sexuality; cultural pedagogy; cultural curriculum; advertising.