How Did Kenwood Chef Ads Sell Cologne For Women In The 1960'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 commercial’s appeal to women relies not only on the attractiveness of the actor and the settings, but to the humor that is based on the idea that such a perfect man can exist at all. Conversely, not only do these commercials reach out to women, but also there are men in the target audience and there is a message for them as well. These ads present an ideal image of how a man should be and what he should smell like. By using a good looking, fit, man for this advertisement, it gives the product an image that men want. The logical fallacy, ad populum, is present in this commercial. This ad almost shouts out the ideas that if you use the product you can look, smell, and be exactly like the man you see on your television. The Old Spice man, Mustafa, does everything better than you do and will give your woman more than you can give her. You can smell like the “ultimate man”, or as the slogan used in the ads says, “Smell like a man”. The ad

Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate

This advert illustrates sexism as women are made out to be only compatible in the household doing household chores and cannot work in a workplace like men. Usefulness: This source is useful to my research question because it is able to offer a unique perspective and opinion about women and female inequality during the 1930s. It also offers a counter point of view to allow for debate within my research that women faced inequality during the 1930s.

(460). This is an advertisement for male using this cologne; the guy can attract tons of women. This ad lowers the value of women and set them as objects. The quote said that modern ads are usually “constructed in direct opposition to femininity”. The guy in the ad seemed to have taken control over these women, which also increases his masculinity.

The image shows a woman having a dinner date with another man. I took an interest in this image because it is an advertisement for women but she displays masculine traits. She is the main focus because the ad is trying to sell dry shampoo for women. Her posture contradicts the common female posture in advertisements. The first thing that I noticed was that her hands are clenched as if she is saying she won or she achieved an objective. Her facial expression agrees with her hand position. These two postures strengthen each other to tell the people looking at this ad that if you use this product than you can achieve a “hot date.” This message relates to the theme of compulsive heterosexuality. The woman takes the masculine role

This advertisement for Mr. Cleans cleaning products is presented on a blue background on one whole page. The whole right side of the page is taken up by the dashing, clean-cut Mr. Clean himself. More towards the middle is an outline of a house with Mr. Clean’s products being used to clean up ordinary everyday messes. The most conspicuous part of this ad, however, would be the fact that every mess in the house is being cleaned up by a woman’s hand, while the product is presented by a man. Mr. Clean’s ad presents both an appeal and at the same time a stereotype towards and against women. This advertisement is suggesting that women are supposed to like muscular, hygienic men and are supposed to clean messes in their free time. The claim to a stereotype is suggested by the woman’s hand

Andy, your first example seems to be making fun of gender stereotypes. The man in the advertisement is the stereotypical “manly man”. He uses Old Spice because he is a man and wants to smell like a man. It is actually kind of funny because most of us know how unrealistic and untrue it is to have a muscle man with his shirt off riding around on a horse. Your second advertisement stereotypes women as the only people that cook. The woman burned something she was cooking, but her husband, in his business attire, comforts her by telling her “Don’t worry darling, you didn’t burn the beer!” It is untrue that only women cook. Traditionally this is what it may have been, but today it is much different as men help out in the kitchen. Your third and final

The big, bold writing on the top-left corner of the ad grabs attention. It suggests that wives are for cooking, which stimulates interest. The ad creates a desire for the product by depicting a wealthy lifestyle. It explains that

There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.

Even with the growing effect of the media, gender roles in regards to woman have not gone through a drastic reform. As a result of this lack of reform, the advertisement industry has been allowed to implement these outdated ideas into the minds of the consumer through sexualized and objectifying images of women. The advertisement for the cologne “Abibis” fragrance for men, shows a beautiful woman standing in front of a deep red curtain with soaking wet hair. The woman is in a light pink and ragged bra and an unbuttoned pair of jean shorts. On her right arm there appears to be a dirt stain on her forearm and her right shoulder. Her bra is falling off her left shoulder and is barely managing

On November 9, 2013, Pantene came out with a feminist-themed ad campaign in the Philippines that quickly spread throughout the world. The video featured a man and a woman facing a typical workplace double standard. The male in the classy suit is called a boss, but the female in her little black dress is bossy. When giving a speech, he’s persuasive, but she's being pushy. At the end of the commericial the female twists around and words appear onscreen: “Don’t let labels hold you back. Be strong and shine.” Advertising such as this first has you smelling fresh flowers but then reality sets in and all you can really smell is bullshit. "Is a woman really considered “vain” when she washes her face? Is prancing across the street in a dress really being a “showoff?” In trying to dispel female stereotypes, Pantene may make women feel more criticized than they are." (Claire Suddath, Pantene's Anti-Sexism Shampoo Commercial Comes to the U.S.) It becomes apparent

Gender roles have been a part of society since the beginning of society itself. Men are supposed to be bigger, stronger, smarter, they should go out and support their family. Women are meant to fragile and they should stay at home to raise the children. Though this idea is not as present as it once was, and many people, especially women, continue to step away from that idea, it is still present especially in advertising. Gucci’s 2011 advertisement for their “Guilty” cologne is no exception to this. The advertisement features Chris Evans, known for his roles in the Captain America films, and Evan Rachel Wood, known for her roles in Westworld. The two stand naked against a black background. The cologne bottle is pictured in the bottom right corner of the image. The title is above their heads in bold white letters and says “Gucci Guilty: Pour Homme.” They use these gender roles, and other common societal ideas to convey their message that the use of the cologne will not only make it’s target audience more attractive but it will spice up their life and get them pretty women.

Themes of gender stereotypes have been prevalent in the advertisementindustrysince the beginning of advertising. It used to be more obvious, but in today’s world it is a lot more subtle. At first glance a lotofadvertisements don’t seem to be conforming to gender stereotypes, but when you consider what is in the advertisement and really think the message it has youcan see its stereotypical undertones. This is the case with the Smart Water advertisement in the June 2017 Men’s Health magazine. At first glance,it just looks likea harmless advertisement ofJennifer Aniston out with a dog while drinking Smart Water. But when you look closer you realize the advertisement is selling a lot more than just Smart Water. The advertisement depicts an ideal life for a family man. With thecaption “Running mate,” the advertisement implies that the reader is going on a run with Jennifer Aniston and their dog while using Smart Water to stay hydrated. This “running mate” advertisement for Smart Water conforms to gender stereotypes and expectations by creatingan unrealistic beliefof having a picture-perfect lifefilled with family, health, andhappiness. This is illustratedby presentinga“naturally” beautiful, happy, and healthy womancasually drinking Smart Waterwhile exercising outside.The presence of Jennifer Aniston and a dog as one of the advertisement’sfocuses, second to the Smart Water bottle, tells the viewer that this water will help you be happy by findingthe ultimate girl to settle down