Abstract:
This research paper is an analysis of the gender roles of white middle-class women and men and how these roles were presented through the visual language of 1950s advertisement. The primary source of the advertisements for analysis came from 20 issues of the then-popular women’s magazine—The LadiesHome Journal, spanning from 1950 to 1959. The ads portrayed women in primarily subordinate roles, often visually diminishing them upon fulfilling their duties, as well as punishing and taunting them for not using the advertised products. In addition, women were portrayed as perfect objects of femininity who were praised for revoking their agency to the men in the ads. As such, men were almost exclusively delegated to executive roles in ads and served as the primary endorsers of the product, as well as the final authority on the appearance and homemaking skills of the woman. Within the family unit, men were almost always visually elevated above other members of the family, while women were often absent or partially obscured. Even when women were being portrayed as the dominant presence in the ads, they would still be often subordinated to the advertised product. Lastly, the roles and displays found within the visual language of ads are juxtaposed with the historical reality of the 1950s housewives and how this representation influenced the future of middle-class American women.
