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Women in advertising
This document traces the changing portrayal of women in advertising over time from 1900 to the present. It discusses how women were initially depicted as slaves to the home until World War II when they took on expanded roles out of patriotic duty. In later decades, women were shown as independent and empowered but also faced objectification and sexism. Today's advertising features more diverse portrayals of women in different ages, sizes, and roles, though problems still exist around objectification and misogyny. Advertising in Macedonia aims for a balanced presence of women and men.
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Women in advertising
- 1. WOMEN IN ADVERTISING Prof.Savica DIMITRIESKA
- 2. Content А) Brief history B)Advertising today C) Advertising in Macedonia D) Problems, then and now!
- 3. А) Brief history Developmentof society changes the portrait of women in the ads
- 4. 1900: Woman isa slave in the house! Sexist, offensive and racist ads!
- 5. Until World WarII: Woman is a housewife! Sexism, woman is attached to home and family!
- 6. During the WWII:Expanded role of women! Working at home and in a factory is patriotic and glamorous!
- 7. During the WWII:Expanded role of women! The woman is a hero for the family and the state!
- 8. 1945: Women returnto home! The woman’s place is in the house, waiting for her husband!
- 9. 1950: Woman issubordinate to the man and the house! The most expressed sexism!
- 10. 1950: Woman issubordinate to the man and the house! The most expressed sexism, full dependance on the man!
- 11. 1950: Woman issubordinate to the man and the house! The most expressed sexism, woman is an object, stupid and obidient!
- 12. 1960: Woman isindependent, young, powerful and sexy! Sexual Revolution, Feminism, Women’s Rights movement!
- 13. 1960: Woman isdominant! Independent, self-confident, contemporary, stable women!
- 14. 1970: Woman isemancipated, empowered and confident! Sexual Revolution, Feminism, Women’s Rights movement!
- 15. 1980: Woman isa super-woman! A mixture of the traditional and modern role of the woman!
- 16. 1990: Reverse sexism! Liberatedwoman, who doesn’t need a man!
- 17. 1990: Woman inbeautiful, if thin and fragile! Eating disorder, many sick women and girls of anorexia and bulimia!
- 18. B) Advertising today:Women in different roles! Mix of young & old, sexy & conservative, full-figured & thin, intelligent & motherly
- 19. 21 Century: Womenin different roles! Sports and Healthy!
- 20. 21 Century: Womenin different roles! Women in different shapes and sizes!
- 21. C) Advertising inMacedonia: Balanced! Equal presence of women and men in advertising!
- 22. Advertising in Macedonia:Balanced! Woman replaced with children, family gathering, events, celebrations
- 23. D) Problems, thenand now! Objectification, Misogyny, Sexism, Dependance!
- 24. D) Problems, thenand now! Another extreme – woman doesn’t exist in the ads or is deleted!
- 25. D) Problems, thenand now! Another extreme – woman doesn’t exist in the ads or is deleted!
- 26. Conclusion The values thatwe perceive as liberal and open-minded today, for the next generation can be problematic!