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Advertising and gender
Advertising and gender
Women and the family in the 19th century
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The rise of a new woman, contrasting and disregarding the stereotypical contraints, created a moral panic around many, in particular the men in Britian during the 1950s. The media played an important role in shaping 1950s British society by reinforceing the idealistic image of the domestic Goddess that women were expected to aspire to be. Advertisements were often shown praising new technology that aided women in becoming the perfect housewife and slogans that focussed on pleasing men or encouraging husbands to purchase the products, such as 'she 'll be happier with a Hoover '. The media obtained a regressive outlook and sought to discourage women from combining employment with their home duties. The media embarked on creating a negative attitude …show more content…
Throughout the novel she is never named and only referred to as 'mother ' or 'whore ' by her own son, which demonstrates the common mindset of men in the 1950s. However, Smith 's mother helps move along the identity of women, opening up a chance for a new independent life. She representats the disloyalty towards what the working class stood for and is described as being extremely materialistic, spending the pension money she receives from her husband 's death on new clothing and house furnishings which does not comlpy with the idealistic image of the 1950 's female. The image of the perfect housewife and caring mother is nowhere to be seen in Sillitoe 's description of Smith 's mother, instead we find her with 'some fancy-man upstairs ' which automatically carries negative connotations to the audience. Despite a seemingly negative depiction of a female character here, Smith 's mother is evidently conflicting against the social norms and idea of the domesticated female of the 1950 's, making her a direct representation of a new kind of …show more content…
The main characters, Jo and her mother Helen are not the typical 'straight-laced ' characters that were often seen in the kitchen-sink dramas of that time and represented with strong, independent personalities that aided the development of the new woman. Helen is a single mother who believes desperately that she needs a man to make her life easy and uses her sexuality to get ahead in life, dragging her daughter through her own disastrous relationships one after the other. Despite Helen 's apparent need for men, she does not confine herself the expectations that society and her own daughter have for her. Remarkably, Helen seems to be in control of how she takes advantage of the men in her life and to what extent she depends on them to use her. It is clear that she only sees men as way to find financial satisfactio and is open about her interest for the contents of their pockets over an emotional relationship. She even admits freely that Jo’s own father had “not much going on upstairs” and was a half-witted fool, but handsome and nice. Helen is a great example of how women choose the lives they live and take control into their own hands. However, Helen is also represented as a selfish character, in particular neglecting her stereotypical motherly roles. She is determined to enjoy life yet whilst
It was expected of women to get married, have children, buy a suburban home and do housework. The video, “A Word to the Wives” displays what Betty Friedan calls, “the feminine mystique”. The video presents the dilemma of a woman who is not happy because she does not have the newest house. Her friend has all the new “necessities” in order to successfully complete housework. Women were defined by what they had, not by who they were. Friedan’s research found that despite fulfilling the “feminine mystique”, when women were questioned they realized they were not truly satisfied with their life. The woman in the video would not of been fulfilled by buying a new house, or object. Women were deprived of the need to put their skills and talents to a purpose. The video, “Are You Popular” also shows the expectations of women.. It promotes that appearance, serving others, and rewarding men with “women” gifts such as baking is how to be popular. It condones girls for “parking in cars” but accepts men who do the same thing. Women must earn the approval of men, and men must earn women by doing thing women are “incapable” of. The repression of women in the 50’s is what eventually causes the “outbreak” of feminism in the 60’s. The idolism of the “female mystique” covered the sexism against women in the
She allows her mother to control her and make decisions for her. During their conversation, she asks her mom if she should marry Mr. Jones even if she does not love him. Her mother does not seem to care until Helen mentions that he is Vice-President of the company. Her mother says that she should marry him whether she loves him or not because he will be able to take care of her and Helen. They continue to discuss how Helen can marry this man that she doesn’t like so she will never have to work again and he can support her mother, or she can say no at the risk of losing her job and not being able to support her mother anymore. Helen ties in how life is making her “feel like I’m stifling!” (591). Again, I feel this is another representation of Helen not being able to handle the pressures of society. Helen can’t talk about important decisions she has to make without feeling claustrophobic and blowing up by saying things like “I’ll kill you!” (592). I think she blows up because her mother is always nagging her and she can’t handle it in that moment anymore, especially since it is a conversation about
As early as the nineteen fifties women were identified and targeted as a market. In a consumer culture the most important things are consumers. Advertisers convinced homemakers that in order to be a “good” wife and mother you must have their products and appliances to keep a clean and perfect home. The irony of this ploy is that consumers must have money to buy, and so trying to improve their quality as homemakers, off into the workforce women went. This paradox left women ...
The protagonist, Mama, shows two distinct traits throughout the story. She possesses a hard working demeanor and rugged features, leading to her insecurities shown throughout the story. She raised two children without the assistance of a man in her life, forcing her to take on both roles, and further transforming her into a coarse, tough, and burly woman. Mama portrays this through her own account of herself, saying “[i]n real life I am a large, big-boned woman with rough, man-working hands. In the winter I wear flannel nightgowns to bed and overalls during the day. I can kill and clean a hog as mercilessly as a man”(Walker 1312). It is very difficult for Mama to raise her kids on her own, but she does whatever
First, the 1900’s is a time where women are trying to put away the homemaker image and obtain work. This causes many hardships between husbands and wives. Jane is on the verge of beginning to leave her homemaker image and begin a career in writing. “I am sitting by the window now, up in the atrocious nursery, and there is nothing to hinder my writing much as I please, save lack of strength” (Gilman, 1599). Jane is starting to recognize that she is loosing her feminism. John recognizes this and tries to do everything he can to stop Jane. John knows that Jane is putting aside her role as being a wife, homemaker and mother. In these times, husbands’ do not believe that women could balance both home and work responsibilities. Jane decides to oppose the homemaker life and branch out into writing. The feminist role is “The concept of "The New Woman," for example, began to circulate in the 1890s-1910s as women are pushing for broader roles outside the home-roles that could draw on women's intelligence and non-domestic skills and talents” (http:/...
Society in America during the 1950’s was one that portrayed men and women in very different, but rigid roles. Women were housewives, secretaries, and mothers. Men were providers, war heroes, and businessmen. Television, newspapers and magazines played an important role as well in determining ways men and women should behave. Advertisements for real estate were designed to sell to the “All-American” family. For example; Dad would be the returned home veteran who is now running the company, Mom is an ideal housewife who works a couple days a week for extra vacation cash, little Billy likes baseball and his sister Susie plays with dolls. Houses designed with this type of family in mind would prove very effective in luring away many from the city to live in suburbs like this at a rapid pace. Most jobs in the work place were gender divided. Help-wanted ads placed in newspapers in the 1950’s were very gender biased as well. Some ads with attention getting headlines could have read: “Sales Girl,” and “Brides! Housewives!” Occupations offered to women at this time were very limiting.
People have used women in print media to sell their products since the mid-19th century. The women in the ads were portrayed with thin waists, large breasts and stylish clothing. As the roaring 1920’s moved in, American women scored voting rights and birth control. Due to World War I, it became necessary for women to work. The print world began to portray women in a boyish, sexy fashion. Hemlines rose for sex appeal. Breasts were bound so women didn’t appear too feminine in the work-place. Hair was cut shorter for convenience and the flapper-girl was born.
The 1960s provided a reality time of suppressed females and overindulgent males within the society spectrum. Yet the nostalgia aspect of this manifests in the idea of the perfect housewife and the graci...
Due to the idealization of domesticity in media, there was a significantly stagnant period of time for women’s rights between 1945 and 1959. Women took over the roles for men in the workplace who were fighting abroad during the early 1940s, and a strong, feminist movement rose in the 1960s. However, in between these time periods, there was a time in which women returned to the home, focusing their attention to taking care of the children and waiting on their husband’s every need. This was perpetuated due to the increasing popularity of media’s involvement in the lives of housewives, such as the increasing sales of televisions and the increase in the number of sexist toys.
The 1950s was a time when American life seemed to be in an ideal model for what family should be. People were portrayed as being happy and content with their lives by the meadia. Women and children were seen as being kind and courteous to the other members of society while when the day ended they were all there to support the man of the house. All of this was just a mirage for what was happening under the surface in the minds of everyone during that time as seen through the women, children, and men of this time struggled to fit into the mold that society had made for them.
Early in the process of mass market consumers, manufacturers, distributors, and retailers realize significance of using their advertising to target women. Ads were designed and published to speak primarily for women. In the years preceding World War I, marketing techniques targeting women consumers became increasingly effective. Throughout history, women have always struggled for a recognized place in society. Despite the activities of the Suffragettes, support of the Labor Party and some members of the Liberal Party, women still had very few rights in 1900 and certainly no political rights. During the 1900’s women were still trapped in the “cult of domesticity” (Srivastava). A good illustration of the life of women early during those days can be seen in the advertisement O-cedar print ad year 1900 (fig. 1 below). This print ad speaks to house wives, saying that they have a wide variety of products to choose from. Ranging from a polish to protect her floor wood and furniture, dusting pads and mops that, according to their ad “reduce cleaning, dusting and polishing to almost nothing”. It is obvious that this advertisement reflects the stereotypical depictions of women as a “Happy Homemaker”, apron-clad and committed mothers portrayed in self promotional ads.
When Jane is shunned by Mr. Brocklehurst in front of the entire Lowood population, Helen is the one person that does not immediately judge Jane. In fact, she makes her feel more comfortable in a place that is filled with punishment and hypocrisy. Though Lowood does not truly feel like home, Helen is able to provide Jane with not only all the compassion she needs as well as support and respect. This is one of the first loves Jane experiences on her journey and it allows her to become more open to the love she finds in her future endeavors.
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
Society has evolved significantly from its initial gender stereotype of the black and white images of the hard-working husband and the loving, domestic housewife. According to Raewyn Connell in his book Gender (2009) he says that men are or at least should be the ‘producers or breadwinners’ and that women should be the ‘consumers’. However, it was around the middle of the 20thcentury during the onset of the feminist movement when the idea of the perfect woman was featured by glamorous magazines and television. Yet, there has been much controversy about the ways in which the mass media represents women and how they have been affected by these images. In the patriarchal society of the period, there was a decrease in strong women being emotionally and mentally stable, intellectual and sexually attractive. Building on that premise, this paper will examine and analyse the different stereotypical roles the female characters of Desperate Housewives portray, how they are viewed by the audience, and what impact these gender constructions have on society.
These homemaking shows’ tactics were to encourage and show women that being a homemaker, wife, and mother is not a lonely life or a life full of drudgery and that having this status is not being an unproductive citizen. These shows had to incorporate these tactics because a decade before women’s role were vastly different to the roles they have now. Women before were working in jobs that were mainly solely for men, they were independent by earning their own wages, and being patriotic citizens by participating in the war effort by fighting on the home front or joining the military. Their work on both fronts were dangerous and life-threatening in which these jobs were predominantly for men; many were spies, others made bombs and weapons, and many flew planes and carried out dangerous missions. All of this changed during the postwar years in which their main occupations now were mothers and housewives. It may seem that women decreasing independence and their rigid gender and social mobility made them feel limited in