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1980s Advertisements Analysis

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Ads in media went through a transitional state during the 1980s. Formerly before 1980s ads would stereotype women as serving their husbands at home where a woman belongs according to that era. Ads would portray women with cleaning objects,cooking, babies showing a woman’s duties. In addition, their body language would show them gazing off in a distance away from the focus of the photo and woman bodies would be shown kneeling or beneath where a man would be standing, showing that the male figure if one in the image is present is more dominant than his female counterpart. In this ad published in the 1960s by Van Heusen, it shows a man laying in bed with his arms crossed behind his head smiling in approval. The women in this ad are on her knees …show more content…

Ads justify this action by emphasizing the women empowerment since she controls a male’s gaze. However, her worth is not based on her as a person it is based on her body and if it follows the narrow standard of beauty in media, which is a tall super skinny white girl with blonde hair and blue eyes. An add for People for the Ethical Treatment of Animals (PETA) has the slogan says “All animals have the same part.” It has one of their advocated Pamela Anderson in a fairly small bikini with her body sectioned off saying the different parts of the body. Pamela Anderson follows the current standard of beauty as a blonde woman with blue eyes and the ideal figure. In the ad, she laying on the floor and has heavy makeup on while gazing into the camera in a seductive manner. This ad would grab the attention of a passerby. If the slogan was taken away and the image was just present a person would not believe the ad had any relation about going vegetarian. I would assume it is from an adult film the way it is presented. If a male was used in this ad there would be a high chance he would not be positioned in the same manner because that would look out of the ordinary, demonstrating the double standard of sexual objectification in

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