Gender stereotypes

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www.vintageadbrowser.com
Use Vintage Ad Browser to explore topics like ‘gender’ or ‘beauty and hygiene’ from the 1820s until now.

www.classictvads.com
What kind of grooming advertisements were popular in the 1960s? Browse Classic TV Ads.

Activity 6 Advertising over time

Explore advertisements from the 1930s to the 1970s using the list of Advertising Clips. After exploring these clips, complete the following activities.

Select three advertisements from your exploration and answer the following questions:
 

  • What is the advertisement about?
  • How are men and women represented? (Think about the setting, kitchen, laundry, workplace, etc, the activities they are engaged in, the language that is used by, and about, men and women, etc.)
  • Who is represented and omitted?
  • How do you react to the advertisement?
  • What is the literal and implied message of the advertisement?
  • Who is it aimed at?
  • How would this advertisement be received today? What is different and what is the same?

After exploring these advertisements, and thinking about the advertisements you see around you today in the media, discuss the following question in a small group.
 

  • To what extent has advertising about men and women changed over time?


Alternatively, create a timeline using a tool such as xTimeline, using a selection of these advertisements to argue that:
 

  • Representations of women in advertising have changed significantly/a lot/a little/not at all over time.

OR

  • Representations of men in advertising have changed significantly/a lot/a little/not at all over time.