Introduction task
How is Gender represented in this Advert?: In the 1950s, a company by the name of Alcoa aluminium produced an advert- showcasing their new aluminium bottle cap (on a Del monte ketchup bottle) in a rather belittling way towards women. Presented in the advert, is a young woman that fits the ‘ideal’ beauty standard of the 50s showing a rather amused/intrigued expression with a classic rouge lip look- holding the product that is being advertised. This advert enforces the sexist stereotype that women are ‘weak and fragile’ by mocking how women are incapable of opening something as simple as a ketchup bottle through the rhetorical question: ‘You mean a woman can open it?’. The advertisers knew that by putting an innocent and attractive woman in the advert- would make the product sell more, indicating that the target audience would be men. Not only are women being presented in multiple adverts (such as this one) in a derogatory way, but also they’re being infantilized, as the younger and i