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Evolution of Gender Roles in Modern Advertising. Lauren Gancarz. A Brief History of Popular Culture. 1950s Familial Structure: breadwinners and housewives – the “traditional” family Images of women: feminine dresses and hairdos 1970s Civil rights and women’s movements

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a brief history of popular culture
A Brief History of Popular Culture
  • 1950s
      • Familial Structure: breadwinners and housewives – the “traditional” family
      • Images of women: feminine dresses and hairdos
  • 1970s
      • Civil rights and women’s movements
      • Advertisers recognize need to shift gender portrayals
      • The Mary Tyler Moore Show;An Unmarried Woman; Maude; Norma and Rae
  • 1980s
      • Films continue to mimic social changes: Mr. Mom
  • Early 21st Century
      • Advertisers creating confusion
reinforcing gender identity
Reinforcing Gender Identity
  • Complex and continuously changing
  • Learn norms and expectations through media observation
  • Insight into dominant and changing values
  • Constant exposure leads to internalization
  • Media images shift to show more women in workplace and fathers in domestic roles
advertisers response to changes in gender roles
Advertisers’ Response to Changes in Gender Roles
  • Men more involved in home life
      • Spending almost twice the amount of time caring for and engaged in activities with their kids
      • 6 in 10 believe they hold decision-making power (household items)
  • More appealing to both genders
  • Idealistic “superwoman” image
      • Household and professional duties
      • Creates confusion that standard is unobtainable
argument
Argument
  • Shift depicts women in workplace and men in household
  • Struggle for women has been created
      • Superwoman ideal
      • Shift led to confusion of “real” identity
  • Fatherhood comes easy for men
      • Appears natural
      • Happy and easy scenes