Unit 4: Is it a Man's World? (Tle G6)

 

Sexism in ad

Group 1

The document under study is an ad for a beer of the brand Schlitz, published in 1952. It is aimed at women ti show that even if they could be bad cooks they could not disappoint their husband as soon as they bring this specific beer.

This ad implies/suggests/means/highlights the beliefs that women belonged to the kitchen. Moreover, it also implies that the only role of women is to satisfy their men. The man is portrayed as patronizing and disregarding.

Group 2

The document under study is an ad for ties. We can see a man chilling in his bed, while his wife is on her knees serving him his breakfast in bed. The tie is a symbol for power, hence it implies that that the man is in charge of the household and the boss of the family. The woman is just here to serve and take care of him.

Group 3

The document under study is an ad for ketchup. We can see a woman in the foreground who is amazed holding this bottle of ketchup with her hand ready to open it. She seems amazed to know that she will be able to open this bottle of ketchup herself, without the help of a man.

This ad implies that women were weak and that they usually needed men’s strength to accomplish some of their daily tasks. Besides, it also highlights that their place belonged to the kitchen

To conclude, these ads reflect life in the 50s very well, because in order to appeal to customers, they had to show them that these products were relevant to their lives, and that they needed them. They portray the traditional and patriarchal view of society that everybody was familiar with. The roles of men and women are clearly defined.

Homework: Learn the lesson.