An essential source for social analysis of visual codes is Erving Goffman`s Gender Advertisements (1979). His contribution to the study of advertising in general and gender expectations in particular reveals that despite the fact that visual representations in advertisements are exaggerated, this does not mean they do not have an influence on our everyday life. Goffman discusses the coding rules of gender representations entering into the question of the direct effects they have on our bodies and behaviour. Besides this publication tremendously shows what can emerge between social sciences and visual imagery.
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