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Analysis Of Life Maganize Advertisements

1168 words - 5 pages

The advertisements in Life magazine create a certain deception of women in the early 1950’s and give a message about class. Women are portrayed in a flattering way and are shown to be content with their lives. However, the magazine advertisements, in their sexist nature, give off the message that women are meant to be secluded from anything that is not related to domestic work, creating the female housewife stereotype. Constantly women are shown in advertisements relating to appliances, cleaning, and being a good wife. Class in Life magazine is also shown by the possession of materialistic objects, like cars. It gives off the message that by owning these objects one is essentially living the dream.
Advertisements in Life magazine showed women mainly in ways were they were responsible for kitchen duties and taking care of their husbands. In the early 1950’s, there were recurring ads of women with refrigerators. In an advertisement from 1950, a woman is dressed like a typical housewife standing next to the refrigerator showing all the features it entails. It gives off the message that during this period of the 1950’s, society saw women as the face of the kitchen and a majority of the duties as a housewife took place there. Another advertisement from 1950, gives a clear indication of gender roles. In the advertisement for a refrigerator, the women and her daughter are shown organizing their refrigerator, and the man is shown as carrying in the refrigerator. The advertisement expresses that women are more fit for domestic work and that men are more for the labor tedious work that a woman cannot do. In an advertisement from 1953 to sell health insurance, the man who is selling health insurance puts a picture of himself and his family. The picture is of himself and his children getting ready to enjoy dinner, while the wife is standing preparing and serving them food. Under the picture is a captain about how Jeanette Cryst, his wife, enjoys housework, puts a lot of effort into furnishing the home, and helps him with the budget. This advertisement is showing what a typical housewife would look like during 1953. She would serve her husband and kids, take care of the home, and assist him with whatever he needs. From the same magazine, another advertisement for Seven-up is showing the same thing. In this advertisement, the children are enjoying a Seven-up and some popcorn, and the father is with his Seven-up watching TV. The mother is however, right next to the father in an apron holding some food and watching the children. In the early 1950’s, Life magazine sent out the message that the role of women was to be in charge of the kitchen, and take care of their husbands and children.
Besides being in charge of the kitchen, Life also showed other domestic work that women were supposed to do like cleaning the home and doing laundry for the family. In a Tide advertisement from 1951, a woman is making the bed with clean sheets and is watching her...

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