Automotive Advertising: Fueling Masculinity since Forever
There has always been the cliché of gender roles in toddlers that girls play with dolls and boys play with tools and cars. Is that what is expected of children of each sex, or do adults not know any better? When my male cousin was born when I was sixteen, the baby was showered with gifts of plastic screwdrivers, wrenches, saws, Bob the Builder accessories, and of course--toy cars. Why do we have this preoccupation that little boys--who in turn become men—have the desire for model cars? Since Karl Benz designed a practical car with an internal combustion engine in 1885, cars have been deemed the toy for boys. In Benz’s time, automobiles were considered a gentleman’s luxury; they were to be driven only by men who could afford them. Women, considered to be incapable of driving in the early 1900s, were supposed to be passengers along for a ride. When advertising came around once cheap automobiles could be produced in the 1920s, it was no surprise that nearly every single advertisement was geared towards men. In Michele Ramsey’s article on automobile advertising and gender, the advertising that was geared towards women was used to support that buying an automobile would make one’s social status climb due to attractiveness. Also, no women ads featured them in the economic world, only in caring for others and that buying a car helped one “be a good mother”. The early ads focused on men were the subtle things such as the boasting of the sheer power a car had available, or the image of a man catching the eye of a woman in his new car. Into the 1950s, the standard advertising for the newly evolved sports car usually featured a young man in a Corvette for example, with women looki...
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... every promotion. Automotive ads will forever be associated with such subject matters because they sell cars, simply said. If it isn’t broken don’t fix it.
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Flink’s Three stages of American automobile consciousness fully express the progress of the whole automobile industry. From the first model T to the automatic production, it gives me an intuitive feeling of the automobile history from a big picture. On the other hand, Kline and Pinch focus more on a certain group of people--farmers or people who live in the rural area, they use it as an entry point to talk about automobile, alone with the role and duty transition between male and
Aaron Devor in, “Becoming Members of Society: Learning the Social Meanings of Gender,” argues that gender is a performance. He supports his argument by recognizing how society rewards, tolerates or punishes conformity to or divergence from social norms (widely accepted behaviors set by society). If a male fails to fall into his expected characterization of dominance and aggression or a female fails to act out in passivity and submission, they are at high risk of societal punishment.
Ford, General Motors, and Chrysler surfaced as the “Big Three” auto companies heading into the 1920’s. The invention of the automobile revolutionized transportation; by the 1920’s cars made places easier to access to people. Many of the traditionalists did approve of the automobiles, but some of them just favored the old way of walking places. The traditionalists were fearful of car accidents with the upbringing of the automobile. During the 1920’s a driver’s license was not needed in most states, and there weren’t really any “rules of the road” quite yet. No signs, signals, or traffic guards, and the roads were not ready for automobiles or pedestrians yet. Some traditionalists were not for these life risking ways of automobiles, but they were accepted among most for an increase in transportation and their easy access to even those who were not rich. The modernists at this time were known to want the exciting new changes and risks, so they were all for the automobiles. This rebellious group knew the advancement of technology with automobiles meant transportation to explore, and not be stuck in the same places within walking distance. The 1920’s
Frederick Lewis Allen, in his famous chronicle of the 1920s Only Yesterday, contended that women’s “growing independence” had accelerated a “revolution in manners and morals” in American society (95). The 1920s did bring significant changes to the lives of American women. World War I, industrialization, suffrage, urbanization, and birth control increased women’s economic, political, and sexual freedom. However, with these advances came pressure to conform to powerful but contradictory archetypes. Women were expected to be both flapper and wife, sex object and mother. Furthermore, Hollywood and the emerging “science” of advertising increasingly tied conceptions of femininity to a specific standard of physical beauty attainable by few. By 1930, American women (especially affluent whites) had won newfound power and independence, but still lived in a sexist culture where their gender limited their opportunities and defined their place in society.
Advertisements in Life magazine showed women mainly in ways were they were responsible for kitchen duties and taking care of their husbands. In the early 1950’s, there were recurring ads of women with refrigerators. In an advertisement from 1950, a woman is dressed like a typical housewife standing next to the refrigerator showing all the features it entails. It gives off the message that during this period of the 1950’s, society saw women as the face of the kitchen and a majority of the duties as a housewife took place there. Another advertisement from 1950, gives a clear indication of gender roles. In the advertisement for a refrigerator, the women and her daughter are shown organizing their refrigerator, and the man is shown as carrying in the refrigerator. The advertisement expresses that women are more fit for domestic work and that men are more for the labor tedious work that a woman cannot do. In an advertisement from 1953 to sell health insurance, the man who is selling health insurance puts a picture of himself and his...
In "Femininity and the Electric Car," Virginia Scharff examines the electric car, its history, and the targeted customers at which it was aimed.
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Professors Carrie Packwood and Debra Merskin, authors of the essay “Having It His Way: The Construction of Masculinity in Fast-Food Advertising”, repudiate the stereotypical macho behaviors that are used in several commercials to build a reputation for men while women are used as objects. Media use this stereotype to sell nearly every product; being fast food, beer, and cars on top of the list. Furthermore, Packwood and Merskin claim that advertisement present men, compared to women, as superior individuals with total freedom who see women as prizes. The perfect macho type is a strong resource to sell beer; the Tui beer commercial “Temptations can be dangerous, stay focused” applied this stereotype, where men are on the spotlight and women
Advertising, whether criticized or celebrated, is undeniably a strong force in American society. Portrayals and images of women have long been used to sell in published advertisements. However, how they have been used has changed enormously over the decades. Women have fought to find a lasting and prominent position in their society. Only in the span of twenty years, between the 1900’s and 1920’s, did the roles of women change dramatically here in the United States.
Gender Socialization plays a big part in a child’s life in shaping their femininty and masculinity. Every child is brought with to have played with at least one toy to have called their own. Now, the purpose of the research that has been conducted is to take a further look into how toys that is sold through stores and played by children. This will then give hindsight as to how what is considered the gender norm has a part in gender role stereotyping and the affect these toys have on children view of gender characteristics.
Hot Wheels are small and colourful cars designed for boys and were introduced to the public by the American toy maker Mattel in 1968. This toy is designed for boys over 3 years old. Many people have a problem with the inherent message that Hot Wheels sends to boys about their roles in society. This essay will evaluate how the Hot Wheels cars reinforce traditional male gender stereotypes.
In the July 1997 issue of Commentary, James Q. Wilson challenges the consensus among academia’s finest regarding the automobile in his bold article, Cars and Their Enemies. Directed towards the general public, his article discredits many of the supposed negatives of the automobile raised by experts, proves that the personal car is thriving and will continue to thrive because it meets individual preference over other means of transportation, as well as presents solutions to the social costs of cars. Wilson emphasizes that no matter what is said and done in eliminating the social costs of the automobile, experts are not going to stop campaigning against it.
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4) Kilbourne, Jean. Killing Us Softly 3: Advertising’s Image of Women. Dir. Sut Jhally. DVD. Media Education Foundation, 2000.
Advertising in the 50s was primarily focused on the return of traditional family values, and portraying the consumer’s role in society’s prestige. But, during the recession of 1959 to 1961, the time was ripe for some innovation in the advertising industry. Surly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car with all odds against it in the American market of huge, tail-finned vehicles of the 1950s, surprisingly prospered. The advertisement campaign broke all previous rules of using wide-angle photography, and beautiful women. These advertisements stole the American hearts with their wit and honesty.