In her 2001 work Measuring Up : How Advertising Affect Self @-@ Image , Vickie Rutledge Shields stated that the work was " unique at the time for employing a method now being labeled ' semiotic content analysis ' " and that it " [ provided ] the base for textual analyses ... such as poststructuralist and psychoanalytic approaches " . She also noted that feminist scholars like Jean Kilbourne " [ built ] their highly persuasive and widely circulated findings on the nature of gender in advertising on Goffman 's original categories " .