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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

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Evolution of Gender Roles in Modern Advertising

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  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

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