Women in Advertising

This advert from the 1950's shows a stereotypical ideology of women being in the home. Gunter stated in 'Media, Gender and identity' that women were twice as likely to be seen inside the home - this can be seen as the woman comes home from shopping on of her domestic housewife duties.



This advert from the 1970's shows how Women began to live their own life. However, this Channel No.5 advert gives the ideology that women need that perfume to find/attract a man.



Women are objectified and are seen as sex objects. Laura Mulvey's theory of women being objectified can be clearly seen here as the 'Flake' girl is seen imposing oral sex.



Women are placed in a male place - the office. Men are being objectified in this rather than women, this can be seen as women's new found place in society as equal. However, the women look up to the male suggesting male dominance. The women in this advert may be seen to have slight masculine qualities.



Baking can be either done by men or women. However women are known to bake more than men, although this advert is a more specialist and tricky baking scenario this may be the reason as to why there are more men than women placed in this advert.