Comparative Analysis of the Representation of Women in Advertisements in the United States in the 1960's and 1970's

Abstract

In my thesis, I will discuss the major social and political changes of the lives of women in the 1960s and 1970s that influenced women’s position in society and also their representation in advertisements. I would like to examine the sexist and degrading depiction of women as sex symbols, subjects of oppression and that of sexual objectification and sexualized violence characteristic of advertising during the 1960’s. I will also analyze the change in their depiction in the seventies and support my argument with the analysis of contemporary commercials.