1969 Goodyear Advertisement

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Introduction
After review, I realized that the 1969 Goodyear “wide boot” tire advertisement presents complicated ideas about gender. There are ideas in the Goodyear advertisement that challenge the expectations of society and there are ideas that support expectations of society. There are aspects of the advertisement that are significant to the overall message that, without deep analysis, may seem like coincidental events or details within the ad. The combination of details used to surprise the target audience and/ or connect with them is important to help understand the differences between an individual’s thought processes and ideas. Recognizing how others portray people and other aspects of life can help you develop an understanding of the …show more content…

The type of tire on a car is somewhat of an insignificant change to the vehicle overall, that is to say, it will function as a vehicle regardless of what type of tire is on it. The visuals of Goodyear’s advertisement point towards a primarily familiar feeling to the consumer with the large and flashy tires and other vehicle related images seen in similar advertisements. The connotation presented by the familiarity translates to a masculine feel that is associated with the care and attention that men give to their cars and their parts, as dictated by society. The complication lies in the fact that there are not men in the ad, but women, suggesting, just as the layout of the bolded text does, that women also give great care to their cars and their driving. The idea of women giving a great deal of care to their cars is contrary to the role(s) that society has given …show more content…

The presence of women in a stereotypically masculine ad for tires complicates societal views in that the only things that are typically not viewed as being masculine are the women themselves. Knowing whether an ad that challenges gender stereotypes in society can be successful is an important consideration. In this case, Goodyear is selling their tires to men, but also marketing the idea that women can display masculine traits in the same way that men can. This ad is a way that Goodyear is sending a social message about female equality that challenges expectations of society while still marketing the well and profiting from the ad. Promoting gender equality and profiting from the tire sales that the ad brings is a positive thing and should continue to reflect positive outcomes if this ad campaign an others like it are

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