Three Examples of Historical Adverts...

Ben Sherman 1970's Advert:
This advert has no particular connection with the semi-naked females featured within the advert. Tuchman’s shows in his study in 1978 that women are “symbolically annihilated”, and this advert shows how true and at times accurate it can be. This advert is a true example of Laura Mulvey’s Male Gaze theory as the women are just placed in this Ben Sherman advert to just be gawked by the male audience. This is a technique to help gain the male audience’s attention to the product being advertised to them, which then shows that the company are using “sex” to sell their products.
http://www.youtube.com/watch?v=rcnUA7JKbfg


Flash 1960's Advert:
This advert shows the stereotyped and typical representation of the female as the perfect housewife. The advert shows all the conventions that females cared about, that were shown in Scheibe 1979 study were he simply stated that women were more concerned about or with Beauty, cleanliness, family and pleasing others. This advert helps to incorporate these labels of the Housewife stereotype.
http://www.youtube.com/watch?v=PTQ6zTVr3qA


Johnson's 1907's Baby Powder Advert:
This advertisement for Johnson’s baby powder incorporates and reinforces two ways in which women are only seen as, which are as “sex objects” and “Housewife’s”. The advert starts off with the female wearing nothing but a towel showing that she is semi naked and rubbing the baby powder on herself. This helps to back up Laura Mulvey’s Male gaze theory as she is being objectified and only being seen as a sexual object of the male audience’s desire. Then the advert goes on to show archive footage of the maternal role of the “Housewife”, which then shows women as only being capable of being and taking on the maternal role. This shows the typical stereotypes of women as only being concerned with wanting the latest kitchen and bathroom products, which are the typical conventions shown when it comes to the “Housewife” stereotype.
http://www.youtube.com/watch?v=wbYfoCbVt0M&feature=related