1950's Print Advertisement
This advertisement sends the message to consumers that men are stronger, men are the head of the household, women are weaker, women are to do the house work, and women are there to please men. First of all, it portrays that man are stronger than women because the man in the advertisement is manhandling the woman, and spanking her for not buying the right coffee. Also, it presents that men are the head of the household, because it makes it seem like the man has the right to absolutely decide what goes on in the household and that the woman is just there to do what he wants. For example, this advertisement shows that in the 1950's the men chose what they wanted and the women just had to obey. If the women did not get what he wanted he was allowed to punish her (in torturous and physical ways). Furthermore, this advertisement makes consumers think that women are much weaker than men, and must submit to their husband if he feels like doing them physical harm. This not only portrays to consumers at that time that women are weaker, but also that they must be submissive (do whatever their husband wants, even if they don't like it). Also, this advertisement portrays that women are the ones that have to do the house work, because the advertisement is telling women that it is their job to buy the best coffee for their man. Finally, this advertisement portrays that women are only there to please men, because in the picture the woman doesn't have any say in the coffee that the household is going to have. For example, maybe the woman in the advertisement really likes the coffee that she was buying before, but just because she didn't buy the coffee that pleased him he is allowed to beat her and tell her to buy a different type of coffee. Overall, this advertisement sends the message to consumers that men are muscular, men are in charge, women are submissive, and women's only job is to do the housework and please their man.
This print advertisement would appeal to the consumer in the 1950's because it assures women that this coffee is good, it tells men that they are still in charge, and works on the fear factor in women at that time. First of all, this advertisement would have been appealing to women in this time period, because it assures them that to please their husband; this is the coffee that they have to buy. Also, it tells consumers that they are product testing their coffee, suggesting that other brands aren't, and that theirs is guaranteed fresh. Secondly, this advertisement would appeal to men in that time period because it depicts that they are the ones in charge, because the man in the advertisement is in complete control of the woman in the picture (he has her bent over his knee). Also, it tells that the man he is in power because the advertisement is based on the fact that women will want to do exactly what will please their husband (buy this and he will like it is what they are saying, not buy this and you will like it). Therefore, this would appeal to men, back then, because either they want to be like the man in the picture (in total control and able to abuse their wife, which is wrong), or because he just wants a good cup of coffee. Finally, this advertisement would work on women most strongly because it is working on the fear factor at that time. In 1950 some women would have genuinely believed that if they didn't buy the right kind of coffee (or anything else), that their husband would punish them for it. From that, this advertisement is suggesting to women that if they don't want to be beaten over the type of coffee that they buy, that they should buy "Chase & Sanborn Coffee". Overall, this advertisement would appeal to consumers in the 1950's because it guarantees the quality of their coffee, it appeals to the role of men in the family, and it works on the fears of women.
My present day reaction to this advertisement is disgust, because it depicts that the man has all the power, that women are there only to serve men, and that it is okay to abuse women. First of all, this advertisement disgusts me because it is saying to the reader that the man of the household has all the power. For example, in the image the man has all the power to decide if the coffee is good or not, and whether or not his wife should buy it. Furthermore, it shows that the man has complete authority over his wife because he thinks that it is okay to spank or beat her. This is disgusting because it is saying that women are inferior to men, and that men have all the power they want over women. Secondly, this advertisement is disgusting because it is telling the women in that time period that their main role is to serve their husband. For example, the advertisers are saying to women that they need to please their man with the right type of coffee or "woe be unto you!" In other words, they are saying to women, "If you don't fulfill your role of pleasing your husband, than he is going to be angry with you." Finally, this advertisement is disgusting because it is depicting to viewers that it is okay to abuse women. They do this by putting a picture of a man beating his wife as the main focus of the advertisement. Furthermore, they don't even make any comments like, "This is a bad husband"; but, in fact, they make it sound like this is a normal 'thing' at this time, and if women don't want it to happen to them (over coffee) they need to buy their brand. Overall, my reaction to this advertisement was disgust because it shows that men are completely in power, that the only role of women is to please, and that men have the right to abuse women.
Source:
http://freedomroad.org/askasocialist/wp-content/uploads/2012/02/1950s-ad.jpg
This print advertisement would appeal to the consumer in the 1950's because it assures women that this coffee is good, it tells men that they are still in charge, and works on the fear factor in women at that time. First of all, this advertisement would have been appealing to women in this time period, because it assures them that to please their husband; this is the coffee that they have to buy. Also, it tells consumers that they are product testing their coffee, suggesting that other brands aren't, and that theirs is guaranteed fresh. Secondly, this advertisement would appeal to men in that time period because it depicts that they are the ones in charge, because the man in the advertisement is in complete control of the woman in the picture (he has her bent over his knee). Also, it tells that the man he is in power because the advertisement is based on the fact that women will want to do exactly what will please their husband (buy this and he will like it is what they are saying, not buy this and you will like it). Therefore, this would appeal to men, back then, because either they want to be like the man in the picture (in total control and able to abuse their wife, which is wrong), or because he just wants a good cup of coffee. Finally, this advertisement would work on women most strongly because it is working on the fear factor at that time. In 1950 some women would have genuinely believed that if they didn't buy the right kind of coffee (or anything else), that their husband would punish them for it. From that, this advertisement is suggesting to women that if they don't want to be beaten over the type of coffee that they buy, that they should buy "Chase & Sanborn Coffee". Overall, this advertisement would appeal to consumers in the 1950's because it guarantees the quality of their coffee, it appeals to the role of men in the family, and it works on the fears of women.
My present day reaction to this advertisement is disgust, because it depicts that the man has all the power, that women are there only to serve men, and that it is okay to abuse women. First of all, this advertisement disgusts me because it is saying to the reader that the man of the household has all the power. For example, in the image the man has all the power to decide if the coffee is good or not, and whether or not his wife should buy it. Furthermore, it shows that the man has complete authority over his wife because he thinks that it is okay to spank or beat her. This is disgusting because it is saying that women are inferior to men, and that men have all the power they want over women. Secondly, this advertisement is disgusting because it is telling the women in that time period that their main role is to serve their husband. For example, the advertisers are saying to women that they need to please their man with the right type of coffee or "woe be unto you!" In other words, they are saying to women, "If you don't fulfill your role of pleasing your husband, than he is going to be angry with you." Finally, this advertisement is disgusting because it is depicting to viewers that it is okay to abuse women. They do this by putting a picture of a man beating his wife as the main focus of the advertisement. Furthermore, they don't even make any comments like, "This is a bad husband"; but, in fact, they make it sound like this is a normal 'thing' at this time, and if women don't want it to happen to them (over coffee) they need to buy their brand. Overall, my reaction to this advertisement was disgust because it shows that men are completely in power, that the only role of women is to please, and that men have the right to abuse women.
Source:
http://freedomroad.org/askasocialist/wp-content/uploads/2012/02/1950s-ad.jpg