Women of the 50s

Topics: Gender, Gender role, Woman Pages: 3 (1046 words) Published: December 11, 2011
When you read a magazine or watch a TV advertisement about men and women, does it ever cross your mind that women are always subordinated in those ads? You very rarely see men in kitchen related advertisements, and if they are in those ads, they are always in a dominant position compared to the females. The truth is that we, as men, have allowed the gender roles to take place and be the norm in our society. This is not only a current issue, in fact it has been happening for quite a while. Even as far back as the 1950’s, women were placed in a gender disgracing role where they are always bending over backwards for men or being made inferior to them. In the 1950’s, women were thought to be placed at a man’s feet, doing anything and everything for them without question. Does this gender role still exist in modern society? Or did we get rid of it after the controversial 50’s ads appeared in public settings? Have you ever tried to open a ketchup bottle? It’s pretty easy, and pretty much anyone can do it. In the 1950’s, society looked down upon women so much that they didn’t even believe a woman could open a bottle of ketchup without a man’s help. The ad being analyzed depicts a woman holding a bottle of ketchup, and staring at the reader with her mouth open in a surprised fashion. The caption under the advertisement says “You mean a woman can open it?” This astonished me greatly because I have never seen such a sexist ad before and realized it. Basically, the ad is saying that a woman cannot normally open a ketchup bottle by herself because she is too weak and fragile compared to men. The scheme of the advertisers for this ketchup brand wanted to show women that they can open the bottle without the help of a man, so that their husbands are more pleased with the food or whatever the ketchup was being used for when they get back from their jobs. The 1950’s were a time where women were mainly housewives, and were rarely ever seen in the workplace, especially on the same...
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