1960s Advertisements (Michelle)

   After one decade passes, in the 1960s, the status of women did slightly change. In the beginning of this era, women still remained the same as 1950s, however as years builds on, women begin to appear on the same page as men in posters.

In this 1960 Velveeta’s advertisement, sellers remained the same and continued using women as a figure to promote household products. The slogan, “How Velveeta can help you in the big job of being a mother,” directly points out women as a mother figure. The image of a woman holding a baby with a little boy next to her and the food product along with the slogan strong encourage men to believe the role of women should be house material.

However, in 1964, Reed and Barton decide to place a woman in the same picture as a man. Women in this year slowly upgraded their social status. It takes a lot of courage and risk for a company to use both man and woman in the image since in the mid 1960s men are the dominant figure. In this advertisement, the feminine character may be the man’s wife or girlfriend, and the way how the company promotes the silversmith creates a seductive image for the female. Through this advertisement, other companies might start taking risk of promoting female in the same image as man and probably using female as a seductive in the future if this advertisement is beneficial to the company. 

In 1966, Kentucky Fried Chicken uses Colonel Harland Sanders as public figure to promote their food product. This poster strongly promotes men in this era as the dominant figure that is capable of adapting in the society. Regardless if the advertisement is plain, but it encourages many other men in this era to work harder among each other in order to support a family.

In this 1960s era, men still remained at the first in line comparing to women. However, the advertisements in this era slowly transformed women’s role in public. They are slowly to reveal the feminine figure on advertisements.