Women Advertising products From the 1970s-2000s By: Adnan Ismail

Introduction

Since advertising began many years ago, women have been objectified and been insulted in so many levels it left women massive barriers to overcome and at the same time drop their self esteem. In plenty of advertisements, they try to present what an "ideal woman" must look like and must do. This affects the women because they will feel pressured and try to become that "ideal woman". On the contrary, this affects the men because now the women they seek for resemble the ones in advertisements.

Just be yourself

The 1970s

1

This is an advertisement from Lestoil. They sell heavy duty multi-purpose cleaners. In this ad they portray women as housewives, and that they must do all the chores that are required from a housewife. The ad is taking it to the next level and is saying that women of the future will make the moon a cleaner place because when they live their they will be the housewife.

2

The Classic Pontiac Star Chief
This advertisement is by Pontiac Star Chief. The ad is saying that if you buy this car your woman will spread her legs because of the spacious room in the car. As you can see this ad is treating women as sexual objects. The advertisers felt that this message was the most important information to share.

3

Jell-O the advertiser do not think a woman can understand office hierarchies. Jell-O is portraying that women do not know anything about the workforce because they are in the house.

4

"Total"cereal brand wanted women to make sure they weren't being lazy housewives and that they are cleaning and saying in shape. The ad made it clearly evident that it was speaking to women's because of the photo of the lady cleaning the window. The worst part is that this is a cereal ad, why must they mention cleaning?.

5

Silva Thins Cigarette is comparing their Cigarettes to women and said that only thin and rich women are the "best". This is false because beauty is in the eye of the beholder and every individual has a different opinion. This ad is extremely horrible because this will make men think differently and make women become what Silva Thins thinks the "best" women is.

Transition to the 1980s

As we transition to the 1980s you will see quite a few changes. Such as how women were establishing themselves in the workforce and were trying to get rid of the stereotype that women were housewives. Also, in the 1980s women's physical features were used a lot in ads and also looking beautiful was important.

1

The ad created by Enjoli was explaining that after a women worked all day, shopped, cooked, cleaned up, and read the kids a bedtime story, there’s nothing she rather do than spray on some Enjoli and rock her mans world. Basically, advertisers expect women to work, but also be a housewife.

2

This advertisement was by black velvet whiskey. They put a pretty woman that had nothing to do whiskey. They used her as an object that will grab viewers because of her physical attributes.

3

This advertisement by Maybelline is quite harsh. The portrayal of women in this ad was if you do not wear our make-up and you wear others you will not look good as long. I find this offensive because Maybelline is saying you do not look good if you are not wearing make-up and this will drop self-esteems of individuals.

4

This is another Alcohol advertisement and again they are using women's physical attributes to grab peoples attention.

5

This advertisement is by Chiko. They sell savoury snacks inspired by spring rolls. In their advertisement from the 80s they use an attractive woman who has her zipper half done to grab peoples attention.

Transition To The 1990s

Going into the 90s sexual and sexy advertisement was in, and women stereotyped as housewives in advertisements were mostly gone,. In fact By 1999, 60% of women work outside the home, making up about half of the labor force.

1

This advertisement for tequila is sexually suggestive towards women. It is objectifying them and making a non-sexual product sexualized.

2

This advertisement is for Absolut Vodka. People are drawn, of course, because of the exposed body parts. The main purpose of this advertisement is to use female sexuality to promote the product. This tactic is mostly aimed at young adult males.

3

In this ad by Durex, they were using women's body parts and portrayed them as sexual objects. People told Durex that the ad was "foul" leading them to remove the ad. In the 90s advertisers really cared about the peoples opinion, compared to the 70s and 80s.

4

This ad included Alicia Silverstone who was advertising Hard Candy nail polish. In this ad the advertisers hardly captured the product they are advertising. Instead they just used Alicia Silverstone as an attention grabber.

5

This ad is suppose to advertise milk. However, the advertisers included a naked woman which just adds on to the list of treating women as objects and attention grabbers.

Transition to the 2000

Transitioning to the 2000s using women as attention grabbers was used to an extent. However, other than that everything about women in advertising was a bit better because stereotyping, insulting, offending and, telling them how to look was not as common as it was in the 70s, 80s, and 90s.

1

This advertisement is much better than the other years back. In this ad the woman is shown to be strong and talented and that milk will fuel her needs.

2

This ad has a picture of a woman without an exposed body and is really showing the product instead of showing the woman's body.

3

The ad by Axe is quite offensive to women because it is saying turn nice girls naughty. This is convincing men to get it because they want girls to be naughty to them. The advertisement does not even talk about the product because it does not matter what it smells like as long as you get the girl. However, at least the ad had the girl dressed.

4

This ad was great because it portrayed women as strong people and not as delicate individuals. This ad also makes the woman look as if she does not rely on men.

5

This advertisement is a great example of how a fragrance advertisement should be. Instead of sexualizing the woman.

Conclusion

Over the years women advertising product have gotten better, especially the stereotype that women are housewives. However, there is a lot that still needs to be done with advertisements and in the future hopefully it will be fixed.

THANK YOU!

Created By
Adnan Ismail
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Credits:

Created with images by Sean MacEntee - "sunrise" • LloydTheVoid - "cars hotrods muscle" • Ben_Kerckx - "graffiti vintage 1980" • Infrogmation - "Rampart To Eagle 1990s" • ho7dog - "aircraft air show air14" • Pok_Rie - "wave water ocean" • nateOne - "Thank You"

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