“The radical notion that women are human beings” (Cheris Kramarae) is nowadays common knowledge – or at least it is more than it was a couple of decades ago.
We do love the advertising industry, don’t we? We want today to take a look at what was happening a couple of years ago.
While ladies were getting into the second wave of feminism and were making their ideas stronger and stronger, America was still into sexist advertisements that depicted women as wives, toys for men, and house workers.
The design industry hasn’t always been on women’s side and, apparently, has put a lot of effort in showing women as men wanted them to be like.
The industry was focusing on reaching out for men’s wallets through a laugh and a reminder of their power over women: the latter are some beautiful accessories – the thinner, richer, and more obeying, the better.
Now, though, women have become points of strengths for many: real icons and human beings.
From Dior’s campaign featuring “We should all be feminists” on T-shirts at the last fashion show in Paris, to Stella McCartney, to McCann’s campaign for the nonprofit advocacy group Girls Who Code that addresses women and the belief that they can not code because of their breasts, periods, and long eyelashes, different industries are taking part to a revolution that sees women and girls as truly strong creatures.
Advertisements have really changed in time. We have collected some below. Hopefully, you’ll enjoy them as we did!
Gioia Orsenigo, Editor