ABSTRACT. The gender portrayal in advertising has always been much debated and extensively researched topic in many developed and developing nations. This article reviews the academic research conducted on portrayal of female in advertising, research approaches used in the past studies and focus of study. In addition, it is hoped that this review will help the researchers to identify the gaps in the studies and provides them a platform to fill those gaps in the academic research. pp. 54–63

Keywords: gender, portrayal, content analysis, advertisement, communication