Presents the results of a contrastive study of French and English advertisements directed at family needs. The study, based on the work of British students attending an advanced French course, analyzes male and female roles, stereotypes, and changes, as they emerge from the language and images of advertising. (MES)

This paper examines the proposition that languages may differ in their potential for non-sexist usage, and that the structure of a language, in particular the gender system, affects the nature of the linguistic response to changing social attitudes regarding sex roles. A brief historical survey of gender and sex-marking is followed by a review of…