Chapter 5: Social ideals portrayed in advertisements

Chapter 5: Social ideals portrayed in advertisements
 

    Comparing the two different time periods, there has been a shift in the display of white working women in advertising. Working women is displayed as strong and independent rather than nurturing, submissive and supportive. My research supports that advertisements reflect a distorted image of the reality. Advertisements in these two different time periods portray working women in the top ten occupations they hold, but the ranking of occupations held in advertisements vary.

    Today, in a community where multiple feminist movements have been experienced and the importance of gender equality is recognized advertisements’ portrayal of women in higher-end jobs reflect today’s social ideal for women. Therefore, it is fair to say that advertisements, rather than the raw reality reflect social ideals. However, it is also important to note that although the rise of feminism and increase in depictions of women in stronger positions, they are still rarely depicted as working women or in the workplace compared to how many women are depicted as homemakers or sex objects.