Gender Stereotypes in Advertising

Gender Stereotypes in Advertising:

 Adverts from the 1950's:



 Adverts from post 2000's:




Stereotypes of women can you find in the 1950s adverts:
  • Women seen as inferior to men, less strong and less smart
  • Only depicted in cooks, cleaners, mothers or prizes for men
  • Toxic Beauty standard, only meant to be thin and always looking good
  • Dependent on men physically and financially 
Stereotypes of women can you find in post-2000's adverts:
  • Still a Toxic Beauty standard, more focused on body image and clothes
  • Supposed to show more skin as apposed to the modesty of 19450's adverts targeted at women
  • More about independence as women and not depending on men

Differences between stereotypes of women in the 1950s adverts to women can you find in post-2000's adverts: 

- The image of western women more specifically American women in the 1950s was heavily shaped by popular culture the ideal suburban housewife who cared for the home and children appeared frequently in women's magazines and this appeared heavily in the adverts targeted to them, having them doing domestic chores as apposed to their male counterparts that would be in control of them financially therefore creating a narrative that the women would have to bend to the their will to appease them. But after the 2000's there was a switch that had been gradually building up during the prior years in which women had more rights and say about their livelihoods therefore the adverts of times focused shifted from the idea of the housewife who would cook, clean and take care of her husband and children simultaneously whilst also having to care for her appearance to an idea that the ideal women was independent therefore shifting to styling and fashion as the main focus of ad campaigns instead of domestic chores. Even though women were being seen as individuals they were still being sexualised more than ever before due the lack of modesty in current time periods fashion leaving a gateway for women to be seen as women in a more subtle way.
















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