1970s-1980s Advertisements (Michelle)

   As the decade’s progresses, women slowly gained status in the society. Women strive through the struggles of being housewife material to an independent person. In 1970s and 1980s, the advertisements shown a significant image of women along with men; proving that women can do the same things as what men could. 

  

In this 1970s poster of Honda Civic, the Honda Company decides to use women to promote their product. However, it might be critical to mention that “women only drive automatic transmissions,” but they are given the right to drive a car. This might sound weak comparing to men who can both drive manual and automatic, but in this era, women are given the privilege to use the same product as men even though the engines are different. 

 

 

This is another 1970s advertisements of working hours. In this poster, men and women are placed in the same page where as both genders uses the same material, the computer. The statement “the 80 hour workday,” both apply to men and women in this poster. In concluding to the 1970s era, the society approves women to be on the same standard as men. 

 

  As one decade passes, women’s image greatly shifted from a close protective figure to less clothing character. This 1988 poster of Budweiser, they used women to sell their product and target the consumer. Men were their main focus of consumer and therefore, they use women as a sex appealing character to “seduce” men to consume the product. 

  Overall, 1970s and 1980s advertisements help shaped women’s role in society. The time period slowly progresses women’s role to a stable role in society, women gained the rights to be on the same page as men. The two decades also transformed women’s image from house material wife to a sexual appealing character where as women on advertisements wears very little clothing to attract consumers to purchase the product. The sex appealing role of women in this era somewhat foreshadow women’s role and their career in the upcoming time period.