Nowadays, commercials and ads regarding women give every woman
such a negative light. “While demeaning
ads were more omnipresent in the '50s and '60s, their modern counterparts can
give vintage ads a run for their money.
We've compiled some notoriously sexist vintage ads and put them
side-by-side with their modern doppelgangers.”
I truly believe there has been a drastic change when it comes to women
in advertisements from back then and now.
Women then were seen more conservative, put together, something like the
“Betty Rocker” image that everyone has when they think of a mother or a
grandmother. Women in the 50s and 60s
had to get a husband and children all by the time they reach early to mid-20s. It was somewhat of a taboo conversation if a
woman doesn’t have a husband with the 2.5 kids.
In today’s world, all those traditions are thrown out the window. Women in advertisement today are either doing
perfume, hair care, or showing their dominance on their lives and everything
around it and some way or another most ads main focus is sex. “Men are more often portrayed as the decision
makers, the demonstrators of products, and the purchaser of big ticket items.” It makes women targets to negative clues in their mind of how a woman should act and should be
treated. According to an article in the
New York times, “Imagery has become the
communication medium of this generation, and that really means how people are
portrayed visually is going to have more influence on how people are seen and
perceived than anything else,” Mr. Klein said.
The new age with social media and technology right now it forces people
to be very visual individuals. People
nowadays have to picture something or see it in social media, ads to give it a category
in their minds.
1. http://www.nytimes.com/2014/02/10/business/leaninorg-and-getty-aim-to-change-womens-portrayal-in-stock-photos.html?_r=0
2.http://www.businessinsider.com/these-modern-ads-are-even-more-sexist-than-their-mad-men-era-counterparts-2012-4?op=1
3.https://www.mnsu.edu/urc/journal/2009/pelletiergender.pdf
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