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Advertising of the 1950's
Transcript of Advertising of the 1950's
Portrayal of Women
Portrayal of Minorities
Wanted to sell to the man
Reinforced traditional gender roles to sell products
Set the model for the "perfect American household" as one with a mother working solely for her children and husband
Also defined women as feminine, inferior, and weak
Society began to be defined by this.
It was many people's first exposure to other cultures and foreign people.
Many groups were portrayed very stereotypically, which led to these same views in society.
It reinforced a cultural divide between anything "not American"
January 1, 1950
Pop Culture & Media in the 1950's
Role of Advertising in TV and Media
Portrayal of Minorities (African Americans)
African Americans were almost always portrayed:
as servants or in low skill positions
speaking with bad grammar or stereotypically
serving the white man
OR weren't portrayed at all; they didn't match the "American Lifestyle"
In 1950 black people were never portrayed in a dominant role and portrayed subordinates in 62% of ads.
Advertising of the 1950's
Ideas surrounding TV and media (such as advertising) because:
Information is easily accessible to millions
Messages are in the form of images, so can communicate to the illiterate and to young children
Ads became widely available due to consumerism
Began to affect people's views about those portrayed
Ads served to appeal to the customer--the white male
Used traditional gender and racial roles to sell products
Prejudice ideas about women and racist ideas about minorities came to light
For many, It was new exposure to foreign people-shaping their views.
The wide availability of advertisements in media, along with their easy to understand messages and influence on people of all ages, makes a positive portrayal of different ethnicities and genders crucial. The widespread consumerism that took hold in America during the 1950's led to countless commercials and magazine ads; however, because of the time period, these advertisements illustrated the unaccepting stance towards various groups that was common during the 50’s. The portrayal of women as image obsessed, unintelligent housewives, and the negative portrayal of minorities, such as African Americans and foreign groups, demonstrate the racist and sexist attitudes of America towards these groups during the 1950's, and thus serve as a reflection of the flawed American society at that time.
Ads also affected how women viewed themselves and their appearance
Companies sold products by forming the "ideal woman", a woman who serves to please her husband and look beautiful
This became a social expectation
Portrayal of Women
Two HTPC Themes
1. The portrayal of different groups in pop culture
2. How pop culture reflects society
Photo Citations (in order of slides)
"Borderline Racist 1960's Jell-O Ad." YouTube. YouTube, 28 Sept. 2006. Web. 10 Nov. 2014.
"Awesomely Sexist Pepsi Commercial From 1957." YouTube. YouTube, 13 Dec. 2009. Web. 16 Nov. 2014.
Catalano, Christina. "Shaping the American Woman: Feminism and Advertising in the 1950s." Constructing the Past 3.1 (2002): 1-12. Digitalcommons.iwu.edu. Web. 28 Oct. 2014.
Horton, Yurri, Eric Brown, and Ragaan Price. "PORTRAYAL OF MINORITIES IN THE FILM, MEDIA AND ENTERTAINMENT INDUSTRIES." Edge. Stanford University, 01 June 1999. Web. 28 Oct. 2014.
Humphrey, R., and H. Schuman. Journal of Business & Economics Research 7.3 (2009): 23-30. Clute Institute. Web. 15 Oct. 2014.
Julian. "Business Pundit." Business Pundit RSS. N.p., 10 Dec. 2012. Web. 27 Oct. 2014.
"Women in Advertising and Body Image." History - WOMEN IN ADVERTISEMENTS AND BODY IMAGE. Weebly, n.d. Web. 03 Nov. 2014.
Young, William H. "The 1950s." Google Books. American Pop Culture Through History, n.d. Web. 02 Nov. 2014.
The portrayal of women as image obsessed, unintelligent housewives, and the negative portrayal of minorities, demonstrate the racist and sexist attitudes of America towards these groups during the 1950's, and thus reflect the flawed American society at that time.