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    STUDIA PHILOLOGIA - Issue no. 1 / 2004  
         
  Article:   GENDER-DETERMINED ADVERTISING.

Authors:  MIHAI MIRCEA ZDRENGHEA.
 
       
         
  Abstract:  The use of sex in advertising is a two-edged sword. Although it is extremely powerful and effective when aimed at one gender, it often does so at the social expense of the other. Since humans live in a social world, consideration must be given to the feelings of either gender in that world.  
         
     
         
         
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