Gender Specific Stereotypes In 1950s Advertising

In the 1950’s, women were working and being transformed into the American housewife, while their husbands went off to corporate careers. In Ingalls and Johnson, women were said to have careers however, could only succeed at “motherhood substitute jobs” such as teaching, nursing, administrative assistive, and social work (I&J, 51). This culture portrayed woman as only being capable of household jobs. When looking for the perfect suburban home, General Electric said women would head straight for the kitchen because this was where she would be spending most of her time. General Electric’s Wonder Kitchen made it even easier for women to save time, space, and work, allowing for wives to have more leisure time. The Chase & Sanborn advertisement reinforces the culture of women having to do everything to please their husbands. The picture on the ad depicts a man spanking his wife across his lap because she disappointed him with flat and stale coffee. Not only are women conforming to this domestically pleasing life style, but men also had

The idea of the ideal wife is a woman who is happy with staying home all day, tending to the home, caring for the children and husband. A woman's success in patriarchy is measured by how happy she makes her husband and how well the home life is portrayed to be. These ideas were strongly portrayed in a popular shows in the 1950s. Shows such as Leave it to Beaver, Father Knows Best, and I Love Lucy allowed audiences to faithfully watch the TV and subconsciously absorb what they saw. They are each very conservative shows that show strong family values and patriarchal ideals such as the nuclear family, the wife submitting to the husband, and teaching moral lessons to their children.

How often do you hear your friends, family, or acquaintances say they would like to go back to simpler times such as the 1950s - the era where you could wear fancy poodle skirts, drive big cars, eat at your favorite diner, or catch a movie at the drive in. Americans tend to think of the positive aspects of the 1950’s. Unfortunately during that era women were treated unfairly. Even though women had rights, they were still unequal to men. Fortunately feminism has progressed since then. Today, women comprise over 50% of the workforce. Nonetheless, men still cling to stereotypes that should have been destroyed long ago, whether in the workplace, at home, or in society.

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

One of the the oldest advertising agencies in America since its creation in 1869, N.W. Ayer and Son, produced a compilation of their ads in order to teach how marketing could be used to convince customers to buy their goods. In this booklet they state “Out of magazines and newspapers they [customers] glean the ideas that are to rule their daily lives” (In Behalf). This statement reiterates the fact that advertising was particularly focused on promoting goods as useful in order to appeal to a wide variety of customers. Though this statement from N.W. Ayer and Son does not speak to any specific gender, it can be inferred that they were speaking about women as Estelle Freedman, an acclaimed American historian specializing in women and social reform, as well as a professor of history at Stanford University, writes how “Home economics became woman’s professional realm…” (Freedman 391).

The 1950s and the 1960s were a crucial stage for the feminist movement, a stage were women sought to find their rights and be whatever they wanted to be instead of what the society ought them to be. It is important we discuss the changes that have happened throughout time to see if we at all have improved, and how far we still have to go in this day and age. This topic is of special interest to me seeing as I love editorial and the printed media, whilst I am also a strong believer in equal rights and fair representation of the sexes.

Life in the 1960’s consisted of many deep cultural changes; especially when it came to a change in gender roles and stereotypes. For woman, society was set on a believing that a their overall goal in life was to be married, have lots of children, and devote their life to be 100% dependant on their husbands. On the other hand, men had to be the provider and the rock of the family. This all changed when The Civil Rights Act of 1964 ensured that people of all colors, races, and gender could not be discriminated against in employment thus females were entering the paid workforce head on. Men also started to learn more about being a caregiver and became stay at home dads. Both Walter Mosley and Raymond Chandler help convey this representation of gender roles, gender as a category and gender stereotypes in the 1960s through their written works.

Gender stereotypes are beliefs that certain attributes, such as occupations or role behaviors, differentiate women and men (Eisend, Plagemann, & Sollwedel 2014). There are masculine and feminine versions of each of these attributes (e.g., independent versus dependent roles in everyday life), and the masculine and feminine variants of each attribute are very strongly associated with males and females, respectively. Although stereotypes can provide useful orientations in everyday life, they can produce

It was assumed that women were only able to make incidental purchases, and often with a male shadowing her [fig 2]. The advertisements illustrated the idea that women who were characterized outside the home, faced the tasks they were labeled with, such as shopping for the home or children, rather than participating in the working force. Advertisements also displayed women as a dependent individual that strives to obtain a man’s protection and acceptance at all time. This became a recurring theme found in magazine advertisements through the insinuation that a women needed to please her husband with every task to completed, by cooking a correct meal or washing his clothes using the correct detergent. The concept of always wanting to please your spouse tied perfectly with the mass consumption of beauty products, women feared the idea of not being beautiful enough for their husbands because there was always a chance he may get rid of her for a wife that would know how to please him (cite).

Throughout the years, advertisements have influenced and supported the cultural myth of gender roles to society. Advertisements that demonstrate men and women in their traditional roles can affect an individual’s perception. First, they might focus their products on individuals that still believe in traditional gender roles. Second, they might have society talking about the modern approach that the product is being advertised. Various cultures have made men and women believe what roles they should be doing. Unfortunately, many advertisements still show the idea that men are the providers and women are the housewives. However, since today we are gradually adapting and beginning to live in a modern world, the gender role myth is starting to slowly change in advertisements as men are beginning to take on traditional female roles that are considered less masculine and women have adopted male roles. The Le Creuset advertisement supports and rejects the traditional female gender role myth by demonstrating a father and a daughter both taking the position of a traditional female.

Are the "Codes of Gender" suggested by Goffman apparent in advertising today, and are they a reflection of us as men and women in today's society?

Gender stereotypes are mostly taken for granted at a young age: girls are told to play with dolls and boys are told to play with trucks. But as children grow older they find themselves in a world where the reality of gender roles and stereotypes aren’t acknowledged, and the illusion of gender neutrality is commended. If gender roles are becoming more neutral, then it would follow that gender role stereotypes are also becoming more lax. However, in actuality this is not true.

According to the Merriam Webster Dictionary stereotype is a, “a widely held but fixed and oversimplified image or idea of a particular type of person or thing”. Society puts out a certain set of standards and roles of men and women and the way in which they should act, known as gender roles. According to these behaviour stereotypes, the ideal man is intelligent, physically strong, heroic, in charge and is ultimately there to provide for his family. In comparison, the typical women is portrayed as beautiful, delicate, inferior to men and are viewed as the housekeeper; taking care of the children and putting food on the table while the men goes to work. These gender roles start to be enforced at a very young age as a result of society and the media. A prime example of this is Disney and the movies they create for young children. Almost all Disney movies are based

Marilyn Monroe, Marlboro Man, Hugh Heffner, Pamela Anderson, and The Rock are all examples of the society of idols whom the American public has looked up to in various media forms. In today’s society there are many gender and social stereotypes that remain a prevalent part of the advertising tactics of the media. In the particular ad that I have chosen are examples of gender stereotypes that I would like to analyze and discuss using Douglas Kellner’s article “Advertising Images”. Kellner states that the tobacco industry in both the past and present use subliminal messages with the intention of portraying lifestyles and choices to the American public. Cigarette ads in particular, Kellner argues, “contribute to identity formation in

In gender advertisement, images are used to portray stereotypical gender roles. In this advert I would briefly describe its and then I would do the analysis. The advertisement is for Huggies diapers a company that sell baby supplies. The purpose of the advert is to establish the role of a particular gender against the other. The advert shows a father and his child. The attention of the advert is to challenge the gender stereotypes because it shows a man who is taking care of the child. The context of the advert is to show that the father is responsible for taking care of the child which is strange because mother is usually take care of children. Most of the ads associated with childcare prefers women so it is not common to see a man taking care of a child. The whole point of the is that the company us trying to say that father is also responsible for taking care for the child not only mother.