Gender representation in advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to 

your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. In the ads of the 1950s and 1960s, women were often portrayed in traditional gender roles, such as homemakers focused on maintaining a happy household. Many ads depicted women as mothers, emphasizing their roles as nurturers and caretakers. For instance, there were ads for cleaning products showing women happily performing household chores, reinforcing the idea of women as primarily responsible for maintaining a clean and tidy home.

Additionally, there were numerous ads that contributed to the stereotype of women as solely focused on their appearance and pleasing their husbands. This is evident in advertisements for beauty and fashion products that often portrayed women as being primarily concerned with their physical appearance and catering to the desires of men.

Another prevalent stereotype was the idea of women as dependent on men for their happiness and fulfillment. Advertisements for household products often featured women seeking the approval of their husbands or relying on them for decision-making, reinforcing the notion of women as subordinate to men.

It's important to note that while these stereotypes were prevalent in advertising during this time, they do not reflect the diverse experiences and aspirations of all women during the 1950s and 1960s.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples. In post-2000s adverts, there has been a shift away from some of the traditional stereotypes of women seen in earlier decades. Advertisements have increasingly depicted women in diverse and empowered roles, challenging previous gender stereotypes.

One prevalent stereotype that has been challenged is the portrayal of women solely as homemakers. Instead, many advertisements now depict women in professional settings, highlighting their careers and ambitions. For example, there are ads showcasing women in leadership roles, such as CEOs, scientists, and entrepreneurs, which promotes the idea of women as capable and successful in the workplace.

Furthermore, advertising has increasingly embraced diversity and inclusivity in depicting women, showcasing a range of body types, ethnicities, and abilities. This broader representation reflects a more inclusive and realistic portrayal of women in society.

Additionally, there has been a shift towards empowering and independent depictions of women in advertising. Many ads now focus on strength, confidence, and self-determination, challenging earlier stereotypes that portrayed women as dependent on men for their happiness and fulfilment.

While there is still progress to be made, post-2000s advertising has seen a notable shift towards more diverse and empowering representations of women, breaking away from some of the traditional stereotypes seen in earlier decades.

5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? Over the last 60 years, advertising has undergone significant changes in the representation of gender. In the 1950s and 1960s, advertisements often reinforced traditional gender roles and stereotypes, depicting women primarily as homemakers focused on domestic duties and pleasing their husbands. These ads perpetuated the idea of women as subservient and defined by their roles within the household.

However, in more recent years, there has been a notable shift towards more diverse and empowering representations of gender in advertising. Advertisements now depict women in a wider range of roles, including professionals, leaders, and individuals with diverse backgrounds and identities. There has been a move away from narrowly defining women’s roles and capabilities, and an increased emphasis on portraying women as independent, capable, and empowered individuals with diverse interests and aspirations.

Furthermore, there has been a growing emphasis on challenging traditional gender norms and embracing inclusivity in advertising. This has led to more diverse representations of beauty standards, body types, and gender identities in advertisements, reflecting a broader and more inclusive understanding of gender in society.

Overall, the chosen adverts reflect a shift from reinforcing traditional gender stereotypes to embracing more diverse and empowering representations of gender over the last 60 years. This shift reflects broader societal changes and a growing awareness of the importance of promoting gender equality and inclusivity in media and advertising.