Female Stereotypes in Advertising Roberta cester, tara McKinna & Caitlin martin

  • Women have always been talked down to or not taken seriously in regards to being physically strong.
  • In the 1950’s books were created to “teach” and guide women how to be the “perfect” woman.
  • Women are taught to be that stereotypical female
  • It was very much tradition, and expected, that the wife would stay at home and look after the household, the children, and the husband. The husband would go off to work to make the money and provide for the family.
  • Women would be expected to be neatly groomed and well presented for her husband even at home while always expected to have the house cleaned and well presented
  • Throughout the 1940’s, 50’s and 60’s advertising propelled this thought – a world where men ruled and women were just the other gender.
  • Advertising plays such a significant role to how people perceive their thoughts and opinions that it enabled companies to state such views. The 1950’s exhibited rampant stereotyping and gender bias.
  • Unfortunately most media outlets are persistent on portraying gender roles in very traditional form. Women were convinced the assurance that the kitchen was their realm and that food preparation for their family was the way to fulfillment.
  • Advertising from the 1950’s to now still massively objectifies women and unfortunately “female stereotyping in advertisements is alive and well” despite societal changes over the years.
  • When the advertisement carries or reinforces a negative message that advertising begins to become a destructive tool (on a social or cultural level).
  • A decrease in the size of a models physique and an increase in the amount of advertisements the public were exposed to in the 1970s and 1980s
  • Female Body-Shape in Print Advertisements and the Increase in Anorexia Nervosa by Michael Fay and Christopher Price - “It can be said that advertisements legitimize and confirm societal pressure to be thin and offer means of attempting to achieve this ideal” (1994)
Created By
Tara McKinna
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