Wednesday, April 24, 2013

Week 4 – EOC: Changing Women in Advertising

http://planetoddity.com/shocking-sexism-vintage-ads/




















  




    This Ad advertises that today’s women are stronger and independent.  Here we see an attractive woman in her workout gear knowing that she can tackle any situation that comes at her.  The look in her face as she stares at the fist she is making gives her this confidence and certainty, without a care in the world on what people think as she achieves her goals.




   This Ad here shows how a woman can now easily open a bottle of ketchup all on her own.  She looks surprised that now she doesn’t have to bother her husband to open the bottle of ketchup because she is the typical house wife that that needs her husband to help her out.  She is a woman, she is feminine, and like the women before her only knew one thing, that men are superior and that they are fragile.

   The difference between these Ads is that the top Ad focuses on the success of women.  They are shown to be Independent, strong, and yet feminine at the same time.  This Ad shows a positive attitude to all women that they don’t have to be weak.  With her hands wrapped and the way she is positioned, she looks ready to take on any challenge that approaches her.

   The bottom Ad is more focused towards a negative stand point towards women.  It depicts them as being a weaker species that aren’t capable of taking care of their own.  Even the statement makes it clear, “You mean a Woman can open it?” that there proves that in that time women were told that they were weak.  That they couldn’t perform the duties of man and a perfect example was that if they couldn’t open a bottle of ketchup, they should just stay home.





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