Ending gender stereotyping and sexist portrayals in advertising : theoretical concepts of sexism, legal frameworks, practical approaches at the local and the European level ; FemCities conference 2012 / City of Vienna, Department for the Promotion and Coordination of Women’s issues, Municipal department 57Ending gender stereotyping and sexist portrayals in advertising : theoretical concepts of sexism, legal frameworks, practical approaches at the local and the European level ; FemCities conference 2012 / City of Vienna, Department for the Promotion and Coordination of Women’s issues, Municipal department 57