gender representation in advertising

 
What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 
  • Perfect Housewife: Women were always shown cleaning, cooking, and taking care of the house.
  • Submissive: Women were shown as following their husbands' lead, always doing what men wanted.
  • Beauty Obsessed: Ads made it seem like women’s worth was all about their looks, pushing beauty products.
  • Nurturing: Women were often shown as moms or caregivers, focusing on taking care of others.
  • Weak and Passive: Women were often shown as delicate, emotional, and needing protection from men.
  • Domestic Queen: Women were expected to be perfect at household chores, making the home beautiful.
  • For Women Only: Products like cleaning supplies were aimed only at women, reinforcing the idea they belonged in the home.

    • 4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

  • Perfect Body: Ads often show women with slim, flawless bodies, like in Victoria's Secret ads.
  • Sexualized: Women are still used to sell things by focusing on their looks

  • Superwoman: Women are shown as doing everything—working, cleaning, and looking perfect, like in Dove ads.
  • Nice and Helpful: Ads still show women cleaning and taking care of everything, like in Lysol or Swiffer ads.
  • Emotional Shopper: Women are sometimes shown as buying things based on feelings, like in perfume or jewelry ads.
  • Maternal: Women are often shown as the ones caring for babies, like in Pampers ads.
  • Empowered, but Still Traditional: Ads like Always' "Like a Girl" campaign try to show women strong, but they’re still linked to feminine roles like fashion or sports.

    • 5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? 
  • More Empowerment: Ads now show women as strong, confident, and independent, like in Dove's "Real Beauty" campaign, compared to older ads that focused only on beauty.
  • Less Gender Roles in Jobs: Women are shown in a wider range of careers, not just as housewives, like in ads for tech products or cars.
  • Body Positivity: Ads now show more body types, not just slim ones, like in Aerie’s “Real” campaign, which was a big shift from the skinny ideal in the past.
  • More Men in Domestic Roles: Ads are starting to show men doing things like cleaning or taking care of kids, breaking the old stereotype of women being the only caregivers.


    • 1950s: these images show us that women are just expected to do housework and teach there little girls how to do the same and women are just like washing machines and they should do everything for there husbands 

     
















    2000s: in this time people had to care about there appearance and body image and know what they eat like fast food is not good for women and they should care about looking good and there makeup lasts.


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