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Roles
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 <Background:
As
we unfortunately see in all forms of media, the roles of women in
print advertising are stereotypical and limiting. Studies such as
Courtney and Whipple (1983) and Barthel (1987) confirm that the
association of women and specific domestic roles has been
solidified in popular culture, particularly advertising. Courtney
and Lockeretz’s important analysis of magazine advertising
(1971) indicated that women have been portrayed as domestic
providers who do not make significant decisions, are dependent on
men, and are essentially sex objects. A second study found that
offensive ads had declined, but that women were still seen as
belonging to the private sphere of the home (cf. Venkatesan and
Losco 1975; Wagner and Banos 1973). The messages of popular
culture also ironically reflect the multiple roles that women
have to play in western society. Hochschild’s Second
Shift is just but one dimension of the strains felt by
women as a result of work and home duties. Wolf also addresses
how some ads in women’s magazines reflect “the
ambivalence that women feel about their stressful new roles”
(1991:116). Role strain is exhibited in many situations in
popular culture and advertising. The roles offered to women are
very limited. Many involve a woman’s confinement to the
domestic sphere—caring for children, cleaning the house,
shopping for groceries and making meals for a husband. Nancy
Chodorow makes the point that the maintenance of gender
subordination in world cultures is very much due to the universal
functions and values of the family (1974). Men too are the
subjects of confusion and psychological conflict as the
construction of the “good-provider” role is maintained
in contemporary understandings of masculinity (Bernard 1995). The Ads:
The ads below emphasize the the roles typically assigned to women in
popular advertising. I have included a number of older ads to provide an
historical context. Note that there are many presented in the ads and,
clearly, one can note a historical difference between the roles of the
past and the present. Resources: Some
of the classic readings related to sex roles is found in the literatures
of sociology and women's studies. The Internet also offers excellent
readings and research related to sex roles. I recently came across this
site. It reflects some of the roles associated with women during World
War II.
Discussion Questions: (1) What types of roles are suggested in
the images below? (2) Produce a list of the roles that are attributed to
women in popular advertising. (3) As depicted in the world of advertising,
how do male and female roles differ? (4) Are there historical differences
present in the ads that reflect changing social attitudes about women's
roles? >
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<presented by Scott A.
Lukas, Ph.D.>
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