Gcse Media Sterotypical Representations of Gender in Advertising

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David Stout Compare the changing representations of men in advertising from the 1950s, 1980s and 2000s using (print and) TV adverts. Media is primarily the most influential institution in the world. It is so powerful that when Katie, from the 1950s Oxo advert, was spoken discourteously to by her husband countless people went on strike. Additionally, when Katie forgot to wash her hands after coming back from the shops there was chaos in the community. People thought that the family shown on the television was actually real. Nowadays, advertisements reflect messages and values that are necessary for today’s mainstream consumers. Likewise, adverts from 50 years ago display what was idealised by the public back then. As civilization changes, so do the mass audiences and consumer views. The portrayals of men in advertisements have somewhat changed over the past 60 years or so; this essay will compare the changes of representations of men in five typical domestic product compound adverts from over the years (1950s Schlitz beer, 1950s Oxo, 1980s Oxo, 1990s Flash and 2000s Persil) and discuss how they are represented in each one. In the 1950s Schlitz Beer print advert the male character is dressed in a suit and has slicked back, well-groomed hair, signifying him as the breadwinner in the family and society while the wife, perfectly made up and spotless with nice hair, make-up, bracelets, nice clothes and a brooch, stays at home to cook and take care of the house; this represents mainstream values of how a stereotypical family should have been at the time. The man’s height (being taller than the woman) connotes his high status in the family unit. The wife looks up to him for approval, appreciation and forgiveness because she has overcooked the dinner, this is a stereotype of all women being useless and always getting things wrong as well as crying over what they

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