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1930's- "Dishpan Hands"
This Lux soap ad suggests two things: Women belong in the kitchen, and that your husband won't love you if your hands are dry. The onset of the Great Depression and loss of jobs brought with it a reversion back to the attitude that women belong in the home, rather than out ''stealing" jobs from men. The Feminist movement lost significant popularity, and the ERA and other protections for women (especially work protections) were repeatedly unsuccessful in Congress. -
1940's- Kellogg's Pep Vitamins
This ad for vitamins that promise to keep you energized and "peppy" implies that a woman is desirable as a housewife, who cleans and maintains the home- all while happy, of course. Due to war, many women suddenly had to work in factories and in non-combative military roles, which gave rise to iconic symbols such as "Rosie the Riveter". After the war, women were expected to go back to their roles as homemakers, but many were reluctant- stirring up some excitement in the Women's Movement. -
1950's- Van Huesen Ties
In this ad for Van Huesen ties, a woman is serving a man breakfast while kneeling at his bedside. Writing at the top of the image exclaims "Show her it's a man's world!".This attitude aligned with the popular culture and ideal female image of the time, but not all women stayed at home, in fact, plenty remained in the workforce, opening doors for women later on. -
1950's- Schlitz Advertisement
This ad for beer showcases an inconsolable woman crying over the fact that she burned whatever she was cooking, while leaning on her husband. The husband comments that "she didn't burn the beer" in order to comfort her. This advertisement aligns with the attitude towards women at the time- that they are fragile and belong at home, dependent on their husbands. -
1960's- Volkswagen Ad
Basically, this advertisement suggests that women can't drive, and because of that, you should buy a Volkswagen, since Volkswagen car parts are cheap and easily replaceable. During the 1960's, however, the women's movement was finally gaining traction. The idea of becoming a housewife was less appealing, and there was a new push for workplace protections and social freedoms, with faces such as Gloria Steinem championing the cause. -
1970's Ad
This 1970's ad for footwear suggests that women belong at the feet of men, and can be kept contentedly in that position if you buy them shoes, of course. The woman in the ad is also naked, objectifying her. By the 1970's, feminism was gaining power, and was becoming more radical. The ERA was being pushed more than ever, and actually gaining a lot of support. Women were also pushing for social reform, such as access to birth control and abortion. -
1980's- Budweiser Ad
This beer ad uses the bodies of three faceless women as a place to display Budweiser's logo. By the 1980's, ads had mostly moved on from portraying women as housewives and rather sexualized/objectified them instead. ("sex sells"). By this point, most women were getting an education and in the workforce, in a variety of professions. The passage of Title IX, and Roe V. Wade, among other things, legally protected women from discrimination. However, objectification of women was(and is) still common. -
1990's- Sony Ad
This ad for Sony features a woman sitting on a counter in a store, posing suggestively in a tight dress, while holding the product. Underneath, we see the words "you know you want it". This ad is more about objectification and makes you wonder if it is talking about the product or the woman. The feminist movement had now entered its "third wave"- focused more on female empowerment in terms of toughness and sexuality, and the rejection of the "fragile" stereotype. -
2000's- Stil Vodka Advertisement
This disturbingly recent ad reverts right back to the beginning of this timeline. In a vodka ad, people have the chance to "win" a Russian bride, who will clean, cook, and do your bidding. The ad is also disturbing in the sense that it portrays a woman as an object,thing,or prize to be won. In terms of the Women's movement, it has been more focused on abolishing stereotypes and being more inclusive of women of color. -
2010's- De Beers Advertisement
This ad implies that women are gold-diggers, if you buy us expensive jewelry, we'll worship you, if not, we'll ignore you. It perpetuates an age-old stereotype. Lately, "intersectional feminsim" is the popular movement- a version of feminism that aims to be inclusive of all women, including LGBT women and Women of Color. As a response to widespread abuse of women across many professions, the #metoo movement has gained popularity, along with events such as the Women's March.
