If something has been repeated in recent years, it is that advertising full of stereotypes and clichés does not work. The boom in female empowerment advertising campaigns , which started a few years ago, made it clear that the use of clichés to convey messages had to change. In fact, although women seemed to be the first great protagonists of this change, they were not the only ones who were represented from a new perspective in advertising. The view of men also changed .However, and despite the fact that it is increasingly common to find a new vision and that the fight against stereotypes has become a recurring protagonist of the analyzes and speeches of marketers, advertising continues to maintain some of the recurring messages that it has used and some of the stereotypical views of what people are like and what should be used to sell them things.In the case of women, despite the boom in empowerment advertising, clichés continue to be repeated. The sexist advertising remains , but also prejudices and stereotypes continue to be a much less clear and more subtly. Authority figures in advertisements still tend to be predominantly male, for example.

And to approach women, the same lever that was used years ago is still used, that of the figure of Belize Phone Numbers List the mother and, above all, that of the sacrificed mother. It is not just that the ads try to sell things to women by appealing to their status as mothers, but they also do it using the idea that they give everything as caregivers. They sell “the best for your family” and not “the best for you.”Sell ​​not for you, but for your familyIn fact, that is what a group of researchers from several British and Australian universities have concluded, who analyzed the advertisements that appeared in two magazines aimed at women between 1950 and 2010. Society changed a lot in those years and the role of the woman did too. Despite this, the ads featured a recurring figure and a customary message tone.

In the magazines, and during all these decades, the advertisements showed “the wise mother”, the one who knows the things she has to do and who is an expert and to whom, in addition, one tries to sell using the resource that she has to use. such knowledge to improve the position of your family. In advertising, despite the changes, the claim of the family is still used as a lever to sell things to women and to care for and protect them (instead of selling them things for their own benefit or that of their professional growth) . Their role in the family is, they explain in the conclusions, what makes up their identity.”The caregiver mother is one of the recurring images of femininity in postwar advertising,” explains Teresa Davis, a professor at the University of Sydney Business School and one of those responsible for the study, referring to the years after World War II.

The advertisements were full of the stereotype of the “good mother”, who knew how to “cook, care for and clean ‘properly'”. They presented an ideal vision of motherhood that was one that consumers would like to match.And, although the focus of the expert voice has changed (in the 50s it was a man who gave advice to those perfect mothers in advertisements, now it is the mothers themselves who have that knowledge and share it), advertising continues to appeal to the idea of the great mother to sell things to women. He has given her the ownership of knowledge and has turned women into expert voices, but continues to work for the good of the family.

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