Have you had a chance to read the recent article in Elle magazine that breaks down the “history of selling feminism” in 12 magazine ads? Walking readers through time starting in 1924 all the way through last week’s Chanel 2015 runway show, Elle breaks down the ways feminism has helped to sell products over time. Here’s a look at some of the highlights and for the full article, click here. (it’s definitely worth the read!)
1924 Holeproof Hosiery ad. Glamorizing the idea that women were “free” and had purchasing power unlike women who came before them, the ad by depicts flappers in little clothing with short hair.
1930 Hotpoint ad. This ad glamorizes life with an electric range – giving women time to themselves by making housework that much easier – liberating her from her household chores.
1959 Ryvita Diet Crispbread ad. By 1959 women were being encouraged to become career women and according to this ad, getting to the top of your game career-wise meant you also needed physical perfection and self-control to achieve that flawless figure.
1971 Republic Steel ad. Unlike some of these others, this ad is directed at men – likening housework with something confining. It implies that by buying your wife one of these new household appliances, you’re liberating her from her chores.
1980 Ralph Lauren ad. The 80’s continued to idealize the notion that all women could have it all – and in this ad, menswear inspired suits implies women are just as comfortable as men at the office.
2014 Dove Real Beauty campaign. We’re all pretty familiar with this one – Dove has proven that women of all shapes and sizes are beautiful and can be comfortable in their own skin.
What do you think? Has feminism really played a significant role in selling products over time? Which of these ads resonate most with you?
