The advertising of the 20th century was marked by numerous stereotypes that reflected and reinforced societal norms and and cultural stereotypes of the time. These stereotypes significantly influenced public perception and the construction of identities, especially with regard to gender, race and social roles.
Over the past 70 years, advertising has undergone changes of all kinds and, previously, the history of advertising has been bumpy. Society has advanced, technology has evolved, as has design, image and technology. The habits of the past are now in many cases unthinkable, but to what extent?
If you want to know a little more about the social background behind advertising, keep reading this post. From Geotelecom we are going to make a tour of advertising in the last century to see how it has evolved, socially speaking.
Appearance of the first brands in advertising
Interestingly, the origin of branding lies in animal ownership. In the past, animals were marked to show who owned them. Trade arose and with it came the need to show what belonged to whom.
In the XIX century chain production is consolidated and concepts such as marketing arise. Differentiated products appear and become known thanks to printing and brochures, and this is when brands begin to take on real importance.
Already in the twentieth century with the emergence of the media, brands gain a foothold because they advertise their products and offer a guarantee of safety through advertising.
The brand boom comes with the television boom. If it's on television, the product is reliable, therefore the customer can now have an opinion of his own by being able to see the product before consumption.
Advertising, as we know it, began to develop massively in the 1950s. In recent decades, society has progressed at all levels, but the social stereotypes have been with us all these years and many have not yet left.
What are stereotypes in advertising?
Stereotypes in advertising are simplified and generalized representations of a group of individuals. These representations may be based on gender, race, age, sexual orientation, social class, among others.
Stereotypes are often used in advertising because they are easy to recognize and can convey a message quickly and effectively. However, they can also perpetuate prejudice and limit the perception of human diversity.
What were the stereotypes in 20th century advertising?
Advertising in the 20th century was plagued by stereotypes. In addition to gender stereotypes, racial stereotypes were also common, where different ethnic groups were represented in a simplistic and often negative way.
Likewise, there were age-related stereotypes, where young people were shown as rebellious and reckless, while the elderly were seen as wise but often out of touch with modern reality.
During the 20th century, advertising played a crucial role in perpetuating gender stereotypes. The men were often portrayed as providers of theThe women were presented as strong and dominant, while the women were presented as caregivers and dependent housewives.
This approach not only reflected social expectations of the time, but also contributed to maintaining these expectations.
What influence did these stereotypes have on society?
Stereotypes in 20th century advertising had a great influence on society. By reinforcing certain images and roles, advertising contributed to the perpetuation of norms and standards and social expectations. For example, the constant portrayal of women as housewives affected the public's perception of gender roles and limited women's opportunities in the workplace.
Other common stereotypes are those that attribute colors: pink, to girls, and blue, to boys. Similarly, racial stereotypes in advertising contributed to the perpetuation of prejudices and social inequalities.
Example of a 20th century advertising stereotype
A clear example of stereotyping in 20th century advertising is the advertisement for household appliances showing a happy woman using a vacuum cleaner or a washing machine.
This type of advertising not only suggested that household chores were the sole responsibility of womenThe idea was that women should find satisfaction and self-fulfillment in these activities.
Another notable example is the use of characters such as the "Marlboro Man," who reinforced the image of the tough, self-sufficient manThe study found that cigarette consumption was associated with masculinity and independence.
Want to know more? Don't miss the next post of our marketing agency where we will address how stereotypes are evolving today. Stay tuned.
