Men and women have been treated differently since the beginning of the colonization of the United States. In the early days of America, men were the only ones allowed to vote, own land, and receive an education. Men found themselves chasing careers and getting an education because they were considered as the “ambitious gender” while women were damned to the household where they learned how to upkeep a household and raise children.
Luckily we have seen major strides in our nation since that time. We seem to be turning the corner in the 21st century due to the many brave men and women who decided to take a stand against gender biases. However, gender biases are still alive and well in the world of advertising and have been for a while.
Demoralizing women in advertisement really began in the 1950’s and 60’s. This was during the heart of the nuclear family movement where most families lived in a suburban setting. The ad pictured below is a prime example of a classic case of gender biases and sexism in advertisements. The man clearly appears to be coming home from work while the women does her role as the house maid essentially. This ad is particular degrading because it insinuates that the women isn’t capable of doing a small task like making dinner. This is just one of many examples from this time period.
The 1970’s and 80’s didn’t get much better for women in advertising as ads like the one below existed. This is a perfume advertisement that was popular in late 70’s and 80’s. This ad exploits women as sexual beings. It tells women that they have to be innocent and youthful if they want to be attractive to men. Also it seems to indirectly imply that women need to be virgins to be more attractive to men.
Finally we have a present day example of gender biases and sexism through advertisements. This is an advertisement from St. Laurent. This is clearly the most degrading of the three. This is borderline pornographic as the “model” spreads her legs for the camera. This promotes an image that is “porno chic” and how Saint Laurent views women. They are over-sexualizing women and using their bodies for profit.
From the early years of our nation through present day, women have overcame many tough circumstances through adversity and many dark years of oppression. Today, many people consider women to be equal and not oppressed.
Advertisements like the ones you just saw proves that gender biases and sexism hasn’t gone away. Women are still subject to degradation and mockery. They are viewed in a sexual manner which is unhealthy for the generations to come. It is a vicious cycle that needs to be put to bed but the only way to end it is to be educated and think for yourself.