1 European Precedents
In the 1600s, the early type of advertising was notice board placed outside house indicated what could be promoted.
A Recent Brazilian Commercial for Nescafe Coffee
“This coffee ad gives more detail about how to make coffee. At the end of the ad, a women prepares Nescafe new toasted and milled coffee to serve the men.”
This narrative ad tells people who already drink coffee the benefits.
As we see the early ads, there were less gender on them and focusing on using words to give us information. But according to this video, I see the difference between the status of gender. Men are waiting for the woman coming to serve.
2. Colonial America
“Around 1700, the adverser changed the advertising style by including simple illustrations to accompany the words in ads.”
Advertising began to become more direct and also provide more details about benefits.
3. The Age of the Newspaper
As the appearance of the newspaper, advertising also began to be placed on the newspaper which is similar to the notice board. At that time, ads also were difficult to seen the gender roles.
4. Meanwhile in the Small Towns
“By 1900, salesmen had also become a part of American commerce. “
Almost all the salesmen are male, which indicated the social stereotype that women have no right to work at that time. A lot of women were required to stay at home and serve their family.
5. P.T. Barnum and the Age of Excess
“Fiji Mermaid (exhibited in 1842) — which his ads and posters claimed to be half human, half fish. In actuality, the so-called mermaid was a hoax, consisting of the head of a monkey attached to the body of a fish. “
At this time, ads began to use grandstanding ways and unrealistic things to attract the attention of audience. I think advertisers began to think up the preferences of the audience and try to satisfy their needs,
6. Civil War (1861–1865)
(Source: https://sites.google.com/site/thecivilwartimeline18611865/entry-ii)
Those all are typical advertisements which is used to call up men to join the military. According to the class concept, “advertising images are manipulative. The purpose of advertising is a call to action, whether that action is to purchase product, vote for a candidate or donate money to a cause.” Thus, those exhibiting advertising pictures are definitely a call to action and display the social roles of male. Especially, the picture of eagle flying shows the reinforcement of traditional stereotypes of masculinity.
7. The Birth of the Slogan
“Sapolio, a household cleaning product, was given a distinctive name and a personality through the invention of ‘Sapolio Town’ where everything and everyone sparkled clean.”
This ads definitely show the gender roles of female at that time. Here is a women sitting on the chair and reading newspaper. Using such a scene to call up housewife’s passion of buying their products.
8. The Emergence of Brands
“As brands emerged in the late 1800s in America, advertising played a significant role in imbuing commodities with specific meanings.”
Pear’s soap advertising
In this advertising, it also stress the females’ responsibilities depends on the social stereotype. I think, advertising already entered into a stage with a distinct gender color.
9. The Origins of the Consumer Movement
“Around the turn of the 20th century, public dissatisfaction with quackery and unregulated advertising increased.”
(source: http://www.sloshspot.com/blog/11-07-2008/The-Evolution-of-Pabst-Blue-Ribbons-Beer-Advertising-77)
By 1900 the advertising agency had become a profession and as a focal point of creative planning. The second advertising is beer advertising which is definitely based on the male gaze. Using attractive women body to drag males’ attention.
10. Advertising to Women
“The term consumer has a gender in the English language and it is feminine became the operating principle of advertising in the early 20th century.”
Around 1950, most employees of advertising agencies were men, but women only took jobs as receptionists and secretaries. According to the article named “A Brief History of Advertising in America”, ” In these early years of stricter gender roles, men were advertisers, and women were consumers. Thus, when advertising spoke to consumers, it usually did so with the voice of male authority.” In other words, women became a significant part of customers, that’s why so many advertisements at that time focused on the housewives rather than men.
11. Broadcasting Advertisements
By late 1920s, radio stations began to spread around the world. Advertising agencies also aim at the broadcasting by communicating through music, jingles, and the spoken word.
12. Depression and War
Original vintage print advertisement for Coca C0la.
(source: http://www.atticpaper.com/proddetail.php?prod=1929-coke-coca-cola-ad-high-sign)
In such a special period, advertising would also use those current topics to cheer up target segment. Especially advertising would use gender roles such as good soldiers’ image to arise the sense of the identity and belongings. It also wanted the public people to feel the pride of the nation.
13. Television and Commercials
As the development of the televisions, TV commercials also became a mainstream among the advertising industry. TV shopping also became a main distribution channels. But I also found, there were less female hosts appearing on the TV, which was also limited to the stereotype of gender roles.
14. Advertising Globally
Advertsing would melt into local culture, will specially customized in order to enter new market. That also indicated the fast development of advertising.
15. Commercializing Cyberspace
Here is women write down web address on her forehead.
As the time goes by, Internet already became an essential part of our society. Thus Internet advertising also inevitably appeared.
1994: Eva Herzigova’s curves caused a sensation when she posed for Wonderbra’s “Hello Boys” campaign.
(Source: https://journal108team16.wordpress.com/2015/04/14/1990s-women-body-image-in-advertising/)
At that time, advertising also become maturer and maturer. And advertising agencies also came up a lot of new ideas such as campaign to attract the attention of target segment. Body’s image of women began to appear on the advertising in 1990s.
Source:
https://muse.jhu.edu/article/193868
https://en.wikipedia.org/wiki/History_of_advertising#United_States