Chase & Sanborn: The Stereotypes Of Women

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It is evident that there are many factors that shape history; some are overlooked, while others are a recurring force that influences the world today. One of those factors includes how society has been configured by stereotypes not only for individuals, but large groups such as businesses to understand consumer behaviors and patterns, for the purpose of selling their products to the correct target audience. However, women have taken the position of victims of such stereotyping when it comes to how society has been portraying them within not only the past sixty years, but beyond the times from when mass propaganda was introduced to the public. However, advertising has been used as a strong tool to outline stereotypes, and also depict women…show more content…
The overall image attempts to imply that buying merely the wrong coffee may warrant a husband the right to use domestic violence to show his disgruntlement. To a large extent, the advertisement exudes male dominance by portraying the husband as the chastiser, and upon doing so; the advert oppresses women by suggesting that women only have the option of pleasing their husbands, otherwise they will not be satisfying their roles of a perfect American housewife more worryingly though is the ideology that domestic violence was depicted as acceptable in marriage. The idealistic purpose of a woman is presented in the “Chase & Sanborn” advert by stating how “if [their] husband ever finds out” that their wives were using coffee that was not fresh enough, then “woe be unto [her]” for disparaging the husband’s taste. The advertisement suggests to the female audience of the time that as a housewife, it is their duty to always serve their husbands, and if they fail to do so, they may have to suffer the repercussions, implying that such women deserve to be domestically violated for not tending to their husband’s desires. This reinforces the strong ideals held by the American society of the 1950s not only how a wife should be…show more content…
The eighties were looked at as a decade of opportunity, as “49% of undergraduate degrees were being awarded to women”, showing an improvement in the quality of education that women could potentially receive. Financially, families in the United States were doing well as both males and females had more job opportunities, and this contributed to the standard of living to increase. Meanwhile, women were beginning to enter more influential roles, in politics, especially, such as Geraldine Ferraro, a candidate for vice-president and in other areas such as the music and film industry, which introduced more celebrities like Madonna and Brooke Shields, who had an influence over the younger generations. The 1980s were followed by the 1990s that similarly showed the progression of women due to the feminism becoming stronger and women were able to stand against sexual harassment, which was an issue in the workforce. Women were also encouraged to obtain higher education and enter the same positions as men, which lead to more opportunities for

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