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Gender Bias in Advertising 1930-2018
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"He doesn't kiss me anymore!"
This lipstick ad from the mid 1930s implies a woman's lips can be too painted or glaring for a man to kiss, like not being kissed by a man is some sort of tragedy. In the 1930s, women had the right to vote, but still dealt with the frustrating sexism that would follow them for the rest of the century. Women were seen as the demure and submissive housewives, while men were the money makers and the "bosses" in their relationships. -
"Turns out you gals are useful after all!"
The main headline from this World War II ad, "Turns out you gals are useful after all," very strongly implies, if not outright states that women are useless. In the 1940s, while men fought in the war, women worked super hard in factories and labor unions, taking up the jobs men were unable to fill. They did wonders to help the USA during the war, and yet, as future years would go to show, not get much thanks for it. -
"Is it always illegal to kill a woman?"
This ad from the late 40s straight up asks if killing a woman is wrong. After the war, things went back to square one and men still had little respect for women and their autonomy or even as people. Women were still seen as objects that could simply be disposed of, and this mentality would only grow to be more harmful as the years would go by. -
"You mean a woman can open it?"
In this bottle cap ad from the 1950s, the product is advertised to be so simple that even a woman could open it, without the assistance of a husband. In the 1950s, gender roles were particularly conformed to, women almost being irremovable from their roles as polite housewives. Though a bit of a revolution would spark near the end of the decade, women were only seen as wives and mothers. -
"She'll follow you anywhere"
This cigarette ad from the 1960s says cigarettes are for men only and women find them sexy. If you "blow in her face", "she'll follow you anywhere." This ad says a man can simply blow smoke in a woman's face and she'll submit to him without question. In the 1960s, sparked by the Civil Rights Movement, second-wave feminism was born and with groups like NOW, women asserted their rights and fought for equality with men. Title VII was introduced, prohibiting gender discrimination in employment. -
"Keep her where she belongs"
This shoe ad from the 1970s says a woman belongs at a man's feet, and should be kept so. The woman in this ad is portrayed in a very sexual manner, being naked on the floor with a longing expression. In the 1970s, congress passed the Equal Rights Amendment and it was a major step forward for women. However, not enough states approved the law and therefore and didn't go through and become nationwide. -
"Combines The Best Curves Around"
This guitar ad from the late 1980s advertises its product by simply putting a pretty girl next to it, and comparing its shape to her "sexy curves". In the 1980s, feminists fought super hard for the sexual freedom of women, and a lot of work was done by sex positive feminists against organizations like WAP to deny censorship of women's bodies and what they choose to do with them. -
"Seriously distracting"
This 90s ad for the Gameboy Pocket makes light of and sexualizes rape. The women on the bed appears to be unwillingly bound, struggling in her position, wearing little clothing and a concerned expression on her face. In the 1990s, third-wave feminism began, rebelling much stronger now with the new power of the internet. Feminists in the 90s fought for reproductive rights, LGBTQ+ rights, and reclamation of derogatory slurs. This fight continued into the 2000s. -
"Reveal something you'll really drool over"
In this Arby's ad from the late 2000s, the burgers are meant to resemble a woman's breasts. This imagery, along with the tag "We're about to reveal something you'll really drool over," greatly sexualizes women's anatomy, finding them something to "drool over". In the 2000s, third-wave feminism came to an end, but women still fought for the same goals. There was a growing focus on the pro-choice movement, as well as domestic violence. -
"It'll blow you away"
The imagery in this Burger King ad from 2014 resembles that of a woman about to give a blow job, with the sandwich in place of a penis, paired with the line "It'll blow you away". This is a very obvious sexualization of women, and could even be compared to rape. In the 2010s, feminism has been big with the upbringing of social media. Feminist in large amounts have started hashtag movements such as #MeToo, #YesAllWomen, #FreeTheNipple, and #NiUnaMenos.
