This is part one in a two part series. Part one focuses on advertising from the 1800’s up to the 70’s, while part two explores where we are now.
Over the years, advertising has played a significant role in shaping societal perceptions of gender roles. From its earliest days in the 1800s, gender stereotypes were deeply embedded in marketing campaigns. Men were portrayed as strong, intelligent, and courageous, while women were expected to be emotional, modest, and compassionate. The emergence of evangelical ideology in the 19th century reinforced the concept of “separate spheres,” confining women to the domestic realm. However, the 1920s marked a shift as women gained voting rights and employment opportunities, challenging traditional gender norms.
Conversely, men were targeted as consumers of products associated with masculinity, strength, and authority. Advertisements promoted products such as cars, tools, and grooming items, which were often linked to notions of power, success, and independence. Men were portrayed as assertive, confident, and in control, reinforcing the notion of traditional male roles as breadwinners and decision-makers.
During World Wars I and II, advertising began acknowledging the buying power of women, but still, the idealized image of women focused on their roles as homemaker and caregiver. The dichotomy between the passive, domesticated woman and the assertive, powerful man continued to be a common theme in advertising up until the 60’s and 70’s when we began to see a shift as women sought to break free from traditional expectations.
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