Women's Studies 2161A/B Lecture Notes - Lecture 2: Anti-Fat Bias, Appeasement, Edward Bernays
19 Jan 2021
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Document Summary
Gender as ideology in 20th century ads for products to sell, they should be reflecting culture norms, values of the time. Edward bernays role in marketing to women: cigs were first products that commercial realm aligned itself with women"s autonomy. Cigs were advertised as a diet tool, however soon realizes appealing to women"s growing autonomy that would move the product faster/higher quantities: bernay"s organizes 1929 march for equality down 5th ave fight another sex taboo . Encourage women to go against taboo: 5% of women bought lucky strike in 1923 up to 12% post march. 1950s backlash: during this time, women are confined to the home and stay at home mom. Ads speak to women in these ways: cult of domesticity (where a women"s calling to be stay at home mom, 50s economic boom based on idea that women were major consumer.
