False Modess Advertisement Of Women In The 1950's

Jean Kilbourne is an advocate for women and is leading a movement to change the way women are viewed in advertising. She opens up the curtains to reveal the hard truth we choose to ignore or even are too obtuse to notice. Women are objectified, materialized, and over-sexualized in order to sell clothes, products, ideas and more. As a woman, I agree with the position Kilbourne presents throughout her documentary Killing Us Softly 4: The Advertising’s Image of Women (2010) and her TEDx Talk The Dangerous Ways Ads See Women (2014.) She demonstrates time and again that these advertisements are dangerous and lead to unrealistic expectations of women.

Advertisements often implied that women were only useful in kitchen, cooking and taking care of the kids. Image A displays a women in the kitchen looking outside the kitchen window at her husband with her daughter. The kitchen is portrayed with light white, yellow, and beige colors. The advertisement has a caption placed at the bottom and it states, “Women don’t leave the kitchen!” The caption was the quote in a big font and then in a smaller font it talks about how a woman’s place is in the kitchen. The purpose

The idea of television began since the 1820s but it was until 1927 when the 21- year old Philo T. Farnsworth produce the first electronic television picture. Experimental broadcast began, featuring music, wrestling, and dance; however, it was until the 1950s that TV really became the new form of mass entertainment. Nevertheless, in all the shows that were produced women was denigrated and producers focused mainly on their physical appearance and not their intellect capacity. Ward and Harrison stated, “TV has depicted females by focusing on their physical characteristics, sexual appeal, and romantic success, whether they are housewives, mothers, or objects of desire.” Women did not have a choice, they were placed on TV shows with a certain stereotype needed to be fulfilled by them, and because they wanted to work they did not deny the job, therefore, they encouraged the stereotype.

The two ads have a very different interesting factor of using women to sell their product by creating a psychological aspect to costumers so it will enhance their product of getting sold. Before advertisement became to effect tremendously in the American culture in 1920’s, Americans were going through ambivalence when they were categorized in functional groups such as the old middle class and the new middle class. The old middle class believed that hard work is good for the body and mind because Americans were working longer hours for less money compared to the new middle class that have great opportunities to work new jobs and have satisfaction doing the job while being paid well. Since America has changed to a new middle-class evolution, the economy and social status has shifted tremendously by creating new job opportunities

1919, the dawn of a new era, the era of war , and the era of women’s votes, this was also an era of elegance, but to some the era was not so kind. Young Lacey’s mother passed away in 1919, leaving her and her brother’s and sister’s to be raised by her aunt Caroline. Aunt Caroline insisted that the children attend a Christian church on Sunday’s, where she served on the missionary board doing charitable works. The church is where Lacey first laid eyes on Larry, seeing him Sunday after Sunday, wearing his loose fitting sack suit, belted high on his waist. Larry was the son of a freeman who stayed on the land that his father was given by his boss in Prince William County, Virginia. He inherited a field and a house that sat on forty acres of

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Finally, a commercial ad from 2000. It starts with a white back ground and a brunette woman in an all-white outfit. She begins by saying she’s, “[…] a believable 18 to 20 year old female who is racially ambiguous, and [she’s] in this tampon commercial because market research shows girls like you like girls like [her].” They go on to several angles of the same woman in white. She then says “Now I’m going to tell you to buy something. Buy the same tampons as me. Because I’m wearing white pants and I have good hair. And you wish you could be me.” Then it goes to a black screen that reads “Why are tampon ads so obnoxious?” then it cuts away to an image of all of their new products with a headline of “Break the Cycle.” It seems that this commercial ad is calling out all the go to appeals feminine hygiene products advertisers utilize, but on the other hand still using one of Fowles fifteen main appeals, autonomy. Basically asking the viewer to be their own person, but to still buy Kotex products.

Out of four advertisements chosen, two are distinctly for women and two are distinctly for men. It is easy to identify which is which, as everyone has experienced these social expectations that the ads are founded on. For example, the male ad, titled Nivea for Men, is most easily identified as such due to the man used as the model. However, this is not the average male in American society- this is the idealized version that men have become accustomed to viewing, and is therefore

There are countless advertisements in the media, weather videos, newspapers, magazines articles, or even billboards that have the face or the body of a women display as the main background of the advertisements. Hardees advertises their food by showing an oversexualized woman eating a burger or sandwich. This is just one of many examples of the way advertisements, ads for short, oversexualize woman in the media.

Feminine ideals have been constantly changing, and they still are since female empowerment and gender equality issues have transpired. Back in the 1950’s when women were expected to be good housewives and raise the kids. In this day and age women are pushed to go into fields of study that used to be men only. Media and how they portray women have influenced this evolution in American society.

There are a couple of groups that this type of ad seems to really connect with and sink in. The first being the young, the reckless and those longing for love. Then there are those who want to feel that way, again. An older person in their 70’s and has recently retired, sees this ad, days of their youth would flood back in. This image captures the present and the past for both parties.

The saying “Often a Bridesmaid, never a Bride” is used to define women who attend many weddings but never actually get married. However, something that many people do not know is that the saying was invented by the Listerine corporation with the intent to improve their mouthwash business. In the early 1920s to the 1950s, the Listerine corporation created the “Often a Bridesmaid, never a Bride” advertising campaign to get women to buy their products by reinforcing societal roles of women of that time. On the other hand, the campaign that Listerine used also used the technique called scare copy to tap into the female unconscious and make women buy their products. Also, considering women were just starting to be considered as consumers, advertisers like the Listerine corporation knew women would be easy to target to buy their goods. Through Listerine’s campaign “Often a Bridesmaid, never a Bride” the advertisements that Listerine used greatly influenced the representation of women by framing the importance of marriage and linking it with the ideas of being successful women in society.

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

The objectification of women is a huge issue in society and is often led by advertising. However many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive but rather very funny or sexy. However how would they feel if it were their daughter or sister being advertised throughout the world as a sex object?

The advertisement speaks to the reader in a soft, familiar, enticing language as though she (and it is a female) is alone in the room with you. Although the advertisement mentions as an aside that the product is also patented for men, we receive the strong impression that it is the female who has been targeted as prospective market. This is due to the picture used, as well as colors, words, and situation. The colors are mostly lilac consisting of soothing pink, cream and purple all feminine associated colors. The picture is of a seductive woman, vibrant with health, hair falling into eye, bra straps peeking out, who smiles flashing her pearl teach at you, appearing the picture of health.