2. Many historic representations adverts enforce representations that
now in our day and age are seen as sexist. In the pictures around we can
see some of the past sexist adverts.
3. In the adverts women previously we can thee that the
representation is very narrow
Must be married to a man
Must look aesthetically pleasing
Must clean, look after children and also cook ‘nice’ meals
for husbands
Regarded as shallow and not respected for their
cleverness
Only there to do a mans work that he is not bothered to do
Treated as inferior
Women in adverts
4. The fairy liquid is the most prominent advert for representation of
women.
In this link: https://www.youtube.com/watch?v=-taEaSfPtbY
(1960/70) we see that there are three different adverts due to the
costume that the woman wear but also the hairstyles.
The Fairy liquid advert clearly displays
Women in the kitchen
Talks to their daughters- supports the nuclear family cycle of girls
growing to be the wives that will clean and cook for their
husbands.
Fairy liquid in their adverts makes a prominent point that after
washing the woman’s hands being soft again that is to look
good for her husband.
TV adverts
5. Another link of a fairy advert here
https://www.youtube.com/watch?v=XEZJ-Sc5puE (1993)
Shows finally men being in the kitchen and proposing the product to
women after enjoying a meal together.
This shows that the stereotype of woman belonging in the kitchen is
shifting this time it was the man also proposing the fairy liquid which
means that the woman wasn’t familiar with it that could suggest that
she no longer is required to pay attention to the washing up liquid she
uses also this could mean that she has more things to worry about
rather than the washing up liquid that she could use this shows that the
woman’s sexist stereotype was changing at the time.
6. The previous representations indicate the ways in which men view
women. The madonna whore theory is proposed by Sigmund Freud a
famous psychologist which believes that men see women as either a
whore or an innocent angel.
Men with this complex seem to prefer the whore as they cannot love or
be with the respected madonna.
"Where such men love they have no desire and where they desire they
cannot love’’
This view also restricts women on how they are seen but also it limits
their own sexual expression.
Madonna- whore complex
