GENDER STEREO-TYPING

A detailed Summary of GENDER STEREO-TYPING


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 broa


"...It could be opened without a knife blade, bottle opener or even a husband."

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,

It was only towards the sixties, when women's rights activists caused trouble, they forcible introduced higher caliber jobs for themselves, and this is when major change occurred.

This was not greatly enjoyed by men and critics found that these reactions were over-reacting too much. This was agreed by the 'Independent Television Commission' and the stereo-typing converted men from being lower than men, to women and men having an equality this w

Some common words found in the essay are:
Ketchup American, World War, Television Commission', GIs UK, advertising firms, Ranjit Anita,

Approximate Word count = 568
Approximate Pages = 2 (250 words per page double spaced)

Category: Politics

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