February 22, 2000
Gender Differences as Portrayed in LIFE Magazine from 1937-1960
Between the years of 1937 and 1960,LIFE underwent changes involving the portrayal of the genders. In popular literature, stereotypes and views of certain subjects are often displayed for future study. In the case of gender differences, advertisements and articles yield the best portrayal of gender stereotyping of the time. The following issues of LIFE magazine were used in this paper: January-February 1937, January-February 1945, January-February 1952, and January-February 1960. At the end of the Great Depression in 1937, women had a very simple stereotype in the popular media. They were portrayed as staying home, cleaning, cooking, and mothering. The only pictures of women in LIFE were of housewives doing some sort of domestic work. Men were portrayed exactly the opposite, out at social functions or at some sort of important occupation. One of the first ads in the magazine was an advertisement for Colgate toothpaste. It pictured a girl in college complaining to her roommate that no one likes her and she is quitting school, "I should have never gone to college". She then goes to her dean to quit and realizes she has bad breath. The dentist gives her Colgate and soon she has a date for the prom. "I love college now." This cartoon advertisement seems to imply that in 1937, women went to college to get married. Most of the other articles involving women were ones that involved housework. Every last one of the cleaning and food advertisements had a pretty lady in a dress holding the item. Moreover, if there was a man in the picture, he was either getting food at the dinner table or sick in bed with his wife nursing him back to health. All of these articles implied the same thing: women stayed in the house and took care of all the domestic activities. Some ads did portray women outside the home. One cigarette ad had both a man and... [continues]
Cite This Essay
(1999, 10). Gender Changes in Popular Media. StudyMode.com. Retrieved 10, 1999, from http://www.studymode.com/essays/Gender-Changes-Popular-Media-21627.html
"Gender Changes in Popular Media" StudyMode.com. 10 1999. 10 1999 <http://www.studymode.com/essays/Gender-Changes-Popular-Media-21627.html>.
"Gender Changes in Popular Media." StudyMode.com. 10, 1999. Accessed 10, 1999. http://www.studymode.com/essays/Gender-Changes-Popular-Media-21627.html.