For the modern advertising industry is characterized by the transformation of the image of the woman who acquires new features that reflect the trends of a new era.
the First images of women in advertising (K. XV. XVI century) were mostly realistic and asexual character. An example would be one of the first printing of the advertising posters for the romance "Beautiful Melusina" (1491). As you can see, the image of the female mermaids devoid of sexuality and even reflect a certain modesty of the heroine.
In the XIX - early XX century the main features of female advertising images be beauty and sophistication. The image of women in advertising emphasizes high quality of the goods, its rarity and finesse.
In the image of women in advertising, the greatest attention is paid to underline the charm, beauty, correctness of facial features.
In the Soviet advertising of the twentieth century, advertising images of women reflected the self-sufficiency of women, her desire to follow him, not to be a "product" for men. Mainly it was the image of a charming, smiling woman who gets pleasure from using the advertised product. The focus on such posters - advertised product.
By the mid-twentieth century image of women in advertising takes on a new meaning: it lost its integrity and emphasizes the sexuality of individual body parts, or is rather monotonous, with clearly fixed set of social roles and functions. Most often it is the image of a woman-housewife, wife and mother or the image of a sexual object.
the Woman on the posters is becoming secondary to the man, and exists only as an indicator of his phallic power. Posters 50-60-ies of XX century had obvious sexist nature: women were represented as complementary to men beings without the right to vote, have influence only in the running of the household.
”Keep her there where she belongs” (is shoes Weyenberg)
“Well, when you have a girl” (is pants, the purpose of which is to show that women like animal magnetism in the men, even aggression coming from them).
“this Christmas she will be very happy with the new cleaner.”br>
In connection with the spread of the ideas of feminism in in/n the twentieth century the image of women in advertising is changing again: now it is a successful, independent and confident woman, bold and uninhibited conqueror.
In 1973 the fragrance of Revlon Charlie for the first time in the entire history of the advertising industry, a woman came in pants. The image of a woman who doesn't need a man in order to be successful, was indeed revolutionary. The idea of independence in the advertising of cigarettes Virginia Slims (1968): "You've come a long way, baby."
For the typical variability of female images. The woman becomes active and socially successful, often combining it with the functions of mother and homemaker. At the same time as the modern woman is external attractiveness, grooming, and sexuality. This diversity of women's image in advertising reflects the need for maximum mobility and flexibility of social roles and functions of the modern woman.
