Evolution of Gender Roles in Modern Advertising Lauren

Evolution of Gender Roles in Modern Advertising Lauren Gancarz

A Brief History of Popular Culture � 1950 s �Familial Structure: breadwinners and housewives – the “traditional” family �Images of women: feminine dresses and hairdos � 1970 s �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 � 1980 s �Films continue to mimic social changes: Mr. Mom � Early 21 st Century �Advertisers creating confusion

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

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

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

1950 s

1950 s

1970 s and 1980 s

1970 s and 1980 s

21 st Century

21 st Century

21 st Century