| Summary: | This paper presents an overview of an ongoing multiphase study started in 2010 in which we examine how to raise students’ awareness of the consequences that their decisions regarding gender may have on responses to gender as represented on the screen. The study also aims at exploring how higher education institutions may contribute to enhancing this awareness through the integration of relevant didactic content and assessment methods in their curriculum. This paper reviews the main findings and challenges of the five phases of our study, which included: (1) exploring advertising and audiovisual translation students’ attitudes towards gender issues in commercial advertising across different educational settings; (2) examining the connections between feminist pedagogies and our courses on advertising translation; (3) evaluating the students’ and the trainers’ gender awareness; (4) exploring students’ gender awareness when they are faced with non-profit advertising, and (5) analysing the varied situated knowledge and perceived responsibility of students, trainers and professionals as regards gender and professional priorities.
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