ADS IN SPAIN AND EUROPE

María Gª-Abadillo Velasco

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As I have seen in my research to elaborate this proyect, many advertisments had chauvinist connotations. So I decided to focus on this issue.

INTRODUCTION

These advertaisements were launched in the 70’s. They emphasis the gender role of men being strong, althoug a woman should made this snack. Maybe this kind of advertisments thrive obesity, thus since the 70’s the rate of obesity has triple

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“The strong men’s afternoon snack”

“Strong men’s afternoon snack” Nocilla is a load of healthy energy. It is a superfood! Nocilla is unique!

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This poster advertised shave creams and razors. As we can see, it has a double meaning. The costumer could choose between a blonde, brunette or red-hair women while he choose the type of razor.This ad hiper-sexualize women.

Choose one of this 3. Shave creams “rapide”

Same advertisement,disclosed in ABC newspaper 27/10/1952

This image advertise a new car, supposed to be more comfortable to drive, considering that it was smaller and easier to drive. So this meant it was perfect for a woman. As it showed, the female driver is spooked.

It strenghten the idea of women being useless out of their roles.

The advertiser was Mini Cooper enterpirse and it was launched in the 60’s in almost all Europe

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This advertisement was diclosed by the International Watch Compani (IWC), with headquarters in Switzerland in the 70’s. It put into words the misogynistic mith of women being incomprehensibles or idiots and reforced other mith of women being always late.

6“Almost such convoluted as a women. Yet on time.”

This ad for Dormeyer Appliances advises women to circle the household devices they want their husbands to buy. It perpetuate the rol of women being only useful in the kitchen. It also shows that women couldn’t expend their own money, or even they don’t have. It was diclosed in 1952 in USA, and some European countries.

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In conclusion, I think that although during 50’s to 80’s many European countries became democratic and improve their live standard, they didn’t achive to get better in other social aspects, that we, as currently European citizens ,must solve.

CONCLUSION