In the Sixties sexism was a widely accepted part of society but not in modern times. Commercials still stereotype women today but not nearly as much as in the Sixties. In the 1960’s Folgers Coffee commercial, the husband’s attitude towards the wife, Papa Eddie’s interaction with the woman, and the woman’s reaction to the men reveal the sexist attitudes of the time period. The husband’s attitude towards the wife gives an example of how women were perceived at the time.
Sociological Analysis Within todays society product placers use stereotypes and geneder roles inorder to attract the everyday consumer. The Brinks home security - push, pull, rotate- ad does just that. This advertisment uses the social concept that men are the bread winers, whilst women are the keeper of the home. By using images that dipict somewhat cultural norms, consumers go without realizing the gender sterotyping, or sexist ads.
The image of a typical 50s woman was a happy housewife who cooked the food, cleaned the house, and watched the children. This idea of gender roles was certainly reflected through magazines, television shows and even toys. Often times, many advertisements showed smiling women with loaded arms of cooked food and cleaning supplies, looking happy content to be doing that and nothing else. Through Barbies, these figurines were used to construct young girls on how to become a " good mommy” and would supposedly help them imagine their future. They were portrayed as dedicated housewives whose only goal in life was to meet the pleasures of their husband and children.
The appeals to ethos is similar to logos, but relies more on trustworthiness and credibility rather than making sense immediately. In Jean Kilbourne’s article Two Ways a woman can Get Hurt: Advertising and Violence, overviews our society and the roles male and female are expected to fulfill. She exposes advertisement’s that promote the unfairness and wrongful
I didn't know they still made them like that” furthers the view that women are mainly for their looks as well as suggesting that women are a possession. The treatment of women in the 1940’s American society shows the audience how women are treated differently becoming an item of the men's
This advertisement was most likely published around the 1950’s. Women was supposed to fulfill certain roles during the 1950’s. The perfect wife was supposed to stay home and have dinner ready and on the table for when her husband arrives home from work. The advertisement says a lot about how some men may view their wives and many women who always had need for a man. Women would more than likely be shown doing the “nonworking roles of the home” then a man would.
They are showing that women are expected to be effective in the kitchen by using the illustration of the woman who is preparing the pancakes. The second thing that is also illustrated is the role of black women preparing meals for white (rich) families. Lastly, the advertisement turn to show the hole between rank of the mammies and the white people they deliver
In the 21st century, women must have a career and job to support a family compared to the 1950’s when women had the choice to be a stay at home mother or have a career. Spigel states, “Like Donna Reed, who sacrificed her nursing career for life with Dr. Alex Stone […]” (Spigel 224) the author is indicating that most women during the 1950’s decided to be a homemaker because that was what society expected of them. Television emphasized and valued the role of the ideal wife and a homemaker. Furthermore, TV shows like The Donna Reed Show illustrated wives to be marginal at home and central to the economy. Haralovich states, “In her value to the economy, the homemaker was at once central and marginal” (Haralovich 70).
Society disapproved of women working outside of their homes. People believed that women were not smart or strong enough to maintain a proper job. Magazines, including Esquire and Life Magazine, highlighted women in the workplace and wrote about how working outside of the house would “jeopardize their children’s mental and emotional health”. Women only had one goal in life which was to fulfill the role of being a good housewife. The housewife stereotype took control of suburbia and created a predetermined role for women.
Longaker and Walker identify how dehumanization effects emotion by discussing, “The Nazi pogrom, Jews were often made to do disgusting things—scrub toilets, relieve themselves publicly—to make them seem less than human and more deserving of cruel treatment and even mass extermination” (212). Similarly, advertisements can dehumanize individuals, like women, by portraying them in grotesque situations or environments. As a result, a society lessens respect for these individuals and creates a mentality that fosters abuse. Kilbourne tries to illuminate this issue by presenting various advertisements that are suggestive of women, and elaborates on the effects these advertisements have on society. For instance, alcohol companies tend to target women with advertisements like, “A chilling newspaper ad for a bar in Georgetown features a close-up of a cocktail and the headline, ‘If your date won’t listen to reason, try a Velvet Hammer’”
In this essay I will be discussing how femininity is represented in contemporary advertisements. Evolution of Female Roles in Advertising