1 / 12

Evolution of Gender Roles in Modern Advertising

Evolution of Gender Roles in Modern Advertising. Lauren Gancarz. A Brief History of Popular Culture. 1950s Familial Structure: breadwinners and housewives – the “traditional” family Images of women: feminine dresses and hairdos 1970s Civil rights and women’s movements

forbes
Télécharger la présentation

Evolution of Gender Roles in Modern Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Evolution of Gender Roles in Modern Advertising Lauren Gancarz

  2. A Brief History of Popular Culture • 1950s • Familial Structure: breadwinners and housewives – the “traditional” family • Images of women: feminine dresses and hairdos • 1970s • Civil rights and women’s movements • Advertisers recognize need to shift gender portrayals • The Mary Tyler Moore Show;An Unmarried Woman; Maude; Norma and Rae • 1980s • Films continue to mimic social changes: Mr. Mom • Early 21st Century • Advertisers creating confusion

  3. Reinforcing Gender Identity • Complex and continuously changing • Learn norms and expectations through media observation • Insight into dominant and changing values • Constant exposure leads to internalization • Media images shift to show more women in workplace and fathers in domestic roles

  4. Advertisers’ Response to Changes in Gender Roles • Men more involved in home life • Spending almost twice the amount of time caring for and engaged in activities with their kids • 6 in 10 believe they hold decision-making power (household items) • More appealing to both genders • Idealistic “superwoman” image • Household and professional duties • Creates confusion that standard is unobtainable

  5. Argument • Shift depicts women in workplace and men in household • Struggle for women has been created • Superwoman ideal • Shift led to confusion of “real” identity • Fatherhood comes easy for men • Appears natural • Happy and easy scenes

  6. 1950s

  7. 1950s

  8. 1970s and 1980s

  9. 1970s and 1980s

  10. 21st Century

  11. 21st Century

  12. 21st Century

More Related