The Traditional Roles of Women in the 1970´s

Women have fought throughout history in order to achieve different roles as well as to acquire recognition, independence, equality and respect. It has not been easy since they have had many barriers to overcome; their role in the family as wives, mothers and daughters; their role in society fighting for their rights, being heard and treated as men; their role as career women, not only receiving an education but also being able to work.

In the documentary Killing Us Softly 4: Advertising’s Image of Women by Jean Kilbourne, she talks about how women are depicted in advertisement. The average American will spend 2 years of their life just watching advertisement, and most of these people will make the claim that the ads were not effective to them. Jean Kilbourne stresses that the advertisement companies make their ads quick and cumulative so that they almost seem forgettable. However, the advertisements will still resonate in your mind unconsciously. Kilbourne argues that the objectification of women in the advertisement industry: negatively affects the mental health of women with the societal need to be perfect, encourages the eroticism of violence, and tells women they need

The role of women has come a long way since the 1950s and 1960s, when the social expectation of a woman was to get married, please her husband, and have children. Now, in 2017, women are scientists, mathematicians, businesswomen, politicians, and so much more. In this project women’s occupation, salary, and education will be compared to that of men from the 1950s to today. The progress of women in the workforce, education, and salary will be looked at over this time period.

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

During the late 19th century and early 20th century, many American women began to feel a sense of hope that one day, they would achieve the same freedom as men had. However, women quickly realized that in order to gain the freedom they desire, they would have to change the social expectations of their time. History played a major part in helping change the social expectations, especially during World War 1 and World War 2, when women went to work and took on the jobs previously performed by American men who were fighting overseas. Many factors have contributed to the changes of social expectations concerning women’s roles in society due to the personal efforts of individual woman and groups of women who band together to fight for their independence

Throughout the years the representation of women in advertising has evolved. In the 1940’s and 1950’s adverts mainly focused on portraying females as the helper, mother, wife, social being, and sex object. There was an assumption that a woman’s main desire was to make her husband happy; that while she was the buyer, he was really the main consumer, as the wife cooked, cleaned and looked after the children, which ultimately benefitted him. Even though these ads were targeting female consumers, they were often-and still are- created using the ‘male gaze’ theory. British film theorist Laura Mulvey states that the majority of Western visual culture follows the male gaze, where the gaze is not referring to a specific ‘look’ in the image, but rather to the viewer who is assumed to be a male (Mulvey, 1999). Mulvey says that even women look with a

Underlying the feminism movement of the 1960s and 1970s was the “white racist ideology.” The women’s movement of the 1960s was in fact the white women’s movement. It was an opportunity for white feminists to raise their voices, but they only spoke about the plight of the white woman and excluded themselves from the collective group of women across all races and social standings. White women assumed that their experience was the experience of all women. When black women proclaimed that the movement was focused on the oppression of white women, the white feminists asserted “common oppression” and retorted with “oppression cannot be measured.” Ironically, feminists in the 1960s compared their oppression to the oppression of African Americans as

It was not that long ago where women in the 1950s were held by certain standards. The sad part is that much hasn’t changed today. Many women today work outside the home (a single household income is not enough support) and are still expected to maintain the “housewife” image. Child bearing, cleaning, and cooking are still considered a woman’s job.

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.

In Jamaica Kincaid’s story, Girl, a mother is talking to her daughter about all the proper things she must do to be considered a good girl to her family and to the public, and when she grows up, a proper lady. She must follow the rules that are given to her by her own mother and by society. The mother also teaches the daughter how to act when things don’t go her way. She is told that along with being a proper lady, she must also be able to get what she wants and be independent. This story was written in the late 1970’s and gender roles, for women, back then were not being “followed” because women wanted equal opportunities (Women In the Workforce). “Gender stereotypes are beliefs regarding the traits and behavioral characteristics given to individuals on the basis of their gender” (Deuhr). This essay will discuss the gender roles that were given to women in the story, during the late 70’s, and in today’s society.

During the period after World War II, there was a shift in the role of women from the private sphere to the public sphere. Namely, at the turn of the 1960s, the concept of the nuclear family was becoming less of the norm as many women began to fight more and more for their rights and the way in which they were to be portrayed. For many years, women have been made to believe that they must follow certain expectations such to fit into the “American ideal” of what the role of a woman should be. For example, according to the Redstockings, contests like Miss America perpetuate the idea that women must be “inoffensive, bland, [and] apolitical” and that “conformity is the key…to success in our society.” The sentiment expressed in the quotation,

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

During the 1970's-1960's women definitely made progress. The social norm for women increased dramatically. Women stayed determined for getting their rights until they got what they deserved. Women proved men wrong on many occasions. They weren't 'weak and frail' and they didn't only belong in their own homes. They could do most, if not everything, a man could do. Nowadays, women are equal to men in most ways. There are still feminists who fight for things like equal wages, but women's rights and social norms have definitely improved even if they are not perfect.

in society were changing at an immense speed and with very little say in society and were stereotyped to stay home, make children, raise them at home and be a good home-maker and wife all in one. In 1942, women were finally allowed to enter the army or navy which was named as The Women's Army Corps. Women were accepted for volunteer Emergency Services such as in hospitals and got paid or were deployed off with other men leaving their families behind. After these organizations were established, congress authorized women to serve in the U.S. Navy., U.S Airforce and Army. Several females also were accepted to work in a factory, labor-intensive jobs and become the attention of society in the

According to Kim Bartel, the stereotype of a housewife was created through the continuation, and constant exposure of consumers to patterns of imagery (91). The female role has naturalized in popular culture, especially in advertisements. These advertisement constantly portray women as either the cook, maid, or caretaker of the home. During the early 1950s and late 60s advertisements start to objectify female identity in order to use their images to sell either products or a lifestyle. In this sense marketer begin to realize the value women had on selling items.