Gender Stereo Typing Term paper
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After the Second World War, and rationing was fading, many women were confined to tending children, and cleaning the house, while the men started careers after the strain of working with and for war-time efforts, that had dominated England for the previous eight years. The women, namely wives and daughters were predominantly dependent on the males and lowered themselves to answer their husband s beckoning call.
During the war, advertisers had mainly worked on producing army and airforce recruitment posters, but now realised that there was a niche in the market for companies wishing to advertise. Advertisements needed to influence the majority, and this could be achieved by aiming at women, these advertisers knew that women would generally be the ones having the time to read media, and newspapers more thoroughly, listen to radio broadcasting, and an increasing amount of time watching television.
Since the ending of the War, many American and Canadian GIs had made the UK their home, and were sustaining families, making futures for themselves, with them, they brought products not greatly known to us, or that were in great demand, such as Tights and Tomato Ketchup.
As American companies realised that there was a whole new market opening, they need to advertise effectively, so with contracts made to British advertising firms they set to work creating adverts that would appeal to the masses they tended to be for food-stuffs, and household amenities, here, women were greatly targeted.
The trend in adverts could be noticed where women were shown as lame beings with the product changing their lives. The adverts were always aimed at women, mainly housewives, this could be seen reflected in the media, such as a famous sauce brand, describing their newly designed bottle tops, the company remarked,...
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