Advertisements of the 1920s and 1970s

Paper Summary:

This paper describes that the dramatic differences between the colorful, lush print ads of the 1920s and the more stark, real-life ads of the 1970s are based on the differences in the socio-economic climate of the times and the advancement of women's rights. The author adds that, in the 1970s, the power of advertising was circumscribed by the new regulatory apparatus of the Federal Trade Commission and the National Advertising Review Board. The author believes that exploitation of the beauty of women is evident in all the advertisements of both eras.

Table of Contents
Introduction
Descriptions/Comparisons/Contrasts
Historical Influences
Insights
Projection
Conclusion

From the Paper:

"The dramatic change in the role of women is captured in these print ads. Instead of being sweet, submissive and dependent on men, the women of the 70s appear to be strong and independent. The lady in the Hanes pantyhose displays her pantyhose prominently with a manipulative smile on her face. In fact, the male counterpart is cut off from the rest of the ad, leaving her as the undisputed "star" of this ad. The lady in the Berlinetta ad sports a fashionable mannish suit and strikes a playful and "in-control" pose, demonstrating the qualities of the woman in the 70s ."

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