WHO SAID SHE’S BEAUTIFUL? Becca Guerin, Caitlin Guffy,  Sadie Olen, Katie Dapper
IDEAS ABOUT BEAUTY  <ul><li>Advertisers definition </li></ul><ul><ul><li>What look is right? </li></ul></ul><ul><li>Insecu...
Historical Context: Women and Advertising <ul><li>1920’s- “Advertisers learned to wrap products in the tissue of dreams…in...
MORE HISTORY <ul><li>1940’s- Wartime Propaganda  </li></ul><ul><ul><li>Encouraged women to “labor for country and family, ...
More History… <ul><li>1960’s- Wider Category of beauty (“waiflike to voluptuous, sophisticated to puckish) </li></ul><ul><...
More History… <ul><li>1980’s- </li></ul><ul><ul><li>“ Charlie” campaign (1987) “challenged advertisers to incorporate femi...
Profiling by Type  <ul><li>“ The Independent Woman”-1990’s  </li></ul><ul><li>“ The Love Tutor”- seduces women to compete ...
 
 
 
CREATE YOUR OWN DEFINITION OF BEAUTY
Works Cited <ul><li>Kurtz, Jan. “Dream Girls: Women in Advertising- Advertising History”.  USA Today (Society for the Adva...
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Advertising presentation 2

  1. 1. WHO SAID SHE’S BEAUTIFUL? Becca Guerin, Caitlin Guffy, Sadie Olen, Katie Dapper
  2. 2. IDEAS ABOUT BEAUTY <ul><li>Advertisers definition </li></ul><ul><ul><li>What look is right? </li></ul></ul><ul><li>Insecure needs </li></ul><ul><li>Obsession </li></ul><ul><li>Judge others </li></ul><ul><li>Naturally Fake </li></ul><ul><li>Not good enough </li></ul><ul><li>Youth </li></ul><ul><ul><li>Who are you impressing? </li></ul></ul><ul><li>Target: Kids and Teens </li></ul><ul><li>Why do you think the things you do? </li></ul>
  3. 3. Historical Context: Women and Advertising <ul><li>1920’s- “Advertisers learned to wrap products in the tissue of dreams…instead of selling phonographs, they sold enjoyment, the painted glamour” </li></ul><ul><ul><li>The “war on fat” </li></ul></ul><ul><ul><li>The consumer was a ‘she’, the ‘New Woman’ </li></ul></ul><ul><ul><ul><li>Embodied the promise of modernity- youth, sexual freedom, style and conspicuous consumptions </li></ul></ul></ul><ul><li>The 1930’s- Time of the Great Depression, Curvaceous celebs offered women “borrowed glamour” </li></ul><ul><ul><li>Attempts to energize the depressed market with emotional appeals </li></ul></ul><ul><ul><li>Hollywood star endorsements- Sophia Loren, Elizabeth Taylor (Twitchell) </li></ul></ul>
  4. 4. MORE HISTORY <ul><li>1940’s- Wartime Propaganda </li></ul><ul><ul><li>Encouraged women to “labor for country and family, rather than money, status and security” </li></ul></ul><ul><li>1950’s- Advertising staged in the home, “idealized the domestic sphere” </li></ul><ul><ul><li>“ Housewife” roles, dramas of romance and family life </li></ul></ul><ul><ul><li>Television expanded </li></ul></ul><ul><ul><li>“ Victorian Middle-Class Society/Family” (Sivulka, 52). </li></ul></ul>
  5. 5. More History… <ul><li>1960’s- Wider Category of beauty (“waiflike to voluptuous, sophisticated to puckish) </li></ul><ul><ul><li>Housewives were marginalized more by obsession with power, sex and youth </li></ul></ul><ul><ul><li>Perfume ads to tell stories of love and conquest </li></ul></ul><ul><ul><ul><li>Told women HOW to smell, to attract men (Twitchell, 167). </li></ul></ul></ul><ul><li>1970’s-Women’s Liberation Movements </li></ul><ul><ul><li>Less portrayal of women in work world, women were “poised on bring of domestic failure” saved by packaged efficiency and convenience </li></ul></ul>
  6. 6. More History… <ul><li>1980’s- </li></ul><ul><ul><li>“ Charlie” campaign (1987) “challenged advertisers to incorporate feminist sensibilities” </li></ul></ul><ul><ul><ul><li>Use of progressive slogans </li></ul></ul></ul><ul><li>1990’s – Broadening of feminine beauty and success </li></ul><ul><ul><li>Variables of age, ethnicity, accomplishment </li></ul></ul>
  7. 7. Profiling by Type <ul><li>“ The Independent Woman”-1990’s </li></ul><ul><li>“ The Love Tutor”- seduces women to compete in the ‘love market’ </li></ul><ul><ul><li>Maternal figures failed </li></ul></ul><ul><li>“ The Sex Kitten”- eroticism to the product </li></ul><ul><ul><li>Catch men and women’s eyes </li></ul></ul><ul><ul><ul><li>Proven studies with Woodbury Soap (Twitchell) show women respond more strongly to sexualized image of other women </li></ul></ul></ul><ul><ul><ul><li>“ Urging women to attract a man” (Sivulka, 52) </li></ul></ul></ul><ul><ul><ul><li>Benefits of “softness, sex appeal” with use of product (Sivulka, 110). </li></ul></ul></ul><ul><li>“ The Homemaker”- 1950’s queen of the ‘domestic sphere’ </li></ul>
  8. 11. CREATE YOUR OWN DEFINITION OF BEAUTY
  9. 12. Works Cited <ul><li>Kurtz, Jan. “Dream Girls: Women in Advertising- Advertising History”. USA Today (Society for the Advancement of Education). FindArticles.com 26 March, 2011. http://findarticles.com/p/articles/mi_m1272/is_n2620_v125/ai_19029242/ </li></ul><ul><li>Sivulka, Juliann “Soap, Sex and Cigarettes: A Cultural History of American Advertising”. California, Wadsworth, 1998. </li></ul><ul><li>Twitchell, James B. “Twenty Ads That Shook the World”. New York: Crown Publishing Group, 2000. </li></ul>

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