2. 2
As I have seen in my research to elaborate this proyect, many
advertisments had chauvinist connotations. So I decided to focus on
this issue.
INTRODUCTION
3. These advertaisements were launched in the 70’s.
They emphasis the gender role of men being
strong, althoug a woman should made this snack.
Maybe this kind of advertisments thrive obesity,
thus since the 70’s the rate of obesity has triple
3
“The strong men’s afternoon snack”
“Strong men’s afternoon snack” Nocilla is a
load of healthy energy. It is a superfood! Nocilla
is unique!
4. 4
This poster advertised
shave creams and
razors. As we can see,
it has a double
meaning. The
costumer could choose
between a blonde,
brunette or red-hair
women while he
choose the type of
razor.
This ad hiper-
sexualize women.
Choose one of this 3. Shave creams “rapide”
Same advertisement,disclosed in ABC newspaper
27/10/1952
5. This image advertise a new car,
supposed to be more comfortable
to drive, considering that it was
smaller and easier to drive. So this
meant it was perfect for a woman.
As it showed, the female driver is
spooked.
It strenghten the idea of women
being useless out of their roles.
The advertiser was Mini Cooper
enterpirse and it was launched in
the 60’s in almost all Europe
5
6. This advertisement was diclosed by
the International Watch Compani
(IWC), with headquarters in
Switzerland in the 70’s. It put into
words the misogynistic mith of
women being incomprehensibles or
idiots and reforced other mith of
women being always late.
6
“Almost such convoluted as a women. Yet
on time.”
7. This ad for Dormeyer
Appliances advises women to
circle the household devices
they want their husbands to
buy. It perpetuate the rol of
women being only useful in the
kitchen. It also shows that
women couldn’t expend their
own money, or even they don’t
have. It was diclosed in 1952 in
USA, and some European
countries.
7
8. In conclusion, I think
that although during
50’s to 80’s many
European countries
became democratic
and improve their
live standard, they
didn’t achive to get
better in other social
aspects, that we, as
currently European
citizens ,must solve.
