Gender representation in advertising: blog tasks

1950's-1960's adverts

The stereotypes in adverts featuring women from the 1950's to 1960's are that a woman's only role was to serve their families, specifically their husbands, and that they should have been loyal towards the 'superior' gender (men).

This is clear as in the first advert (club soda), the portrayal of a 'good' woman was to not "quit on" their husbands as women were viewed as inferior, meaning they had to be completely faithful and dependant on men. This is reinforced by the second advert (Budweiser) because the wife had the task of making food for the husband in order to impress/please him, suggesting that women needed approval from a man. This is further strengthened by the third advert (Inglis automatic washer) due to the fact that "washdays" are compared to "holidays", proposing that women should be grateful and happy to do housework as they are fulfilling their duties.

Post 2000's adverts

The stereotypes in adverts featuring women from post 2000's are that women must uphold beauty standards, however they are portrayed as more independent and not required to conform to a typical/preferred image. As well as there being much more diverse representation in advertising.

This is evident in the first advert as the woman is smashing a glass of milk with ease and precision, connoting to strength which indicates that she is subverting stereotypical views of women being weak and unstable. This is fortified by the second and third adverts that are taken from low angles, therefore making the women look more powerful and superior. Although they are still made to maintain beauty expectations and look attractive.

From these adverts I can infer that over the last 60 years women have gained a lot more freedom and independence over their own lives as they don't have to rely on a man's