Handling sex by Janice Winship (1981)

Did not load all of this article but read enough to adduce the following points:

• gender my appear only fleetingly in any social situation - if a brief time is sufficient to communicate gender, so may a samll part of anatomy;
• In ads, women are often cropped - appear in a fragmented way (Benetton advert of  balck woman holding white baby) to show sexual object;
• Men are less dismembered but hands are often shown;
• Men's hands are usually active and controlling, femals as 'decorative and caressing'

Reference:

Winship (1987) Handling Sex in Benetton (ed.) Looking On: Images of Femininity in the Visual Arts and Media