Our project focuses on the evolution of representations of women in cosmetics advertising. We study ads that show a representation of women and while taking into account the historical and cultural context, we analyse the way they represent women and address consumers. A chronological display of the media we selected show examples of advertisement from the early 20th century to the present day as well as analysis of said examples. Each time, broader issues are included – political or cultural context, social debates, the impact of technology… – in order to discuss how beauty products have been and are marketed to women.
In his 1987 book The Codes of Advertising, Sut Jhally calls advertising “the most influential institution of socialization in modern society”. Reflecting on that notion, John Alan Cohan (2001; p.325) points out how advertising aims at creating an identification on the part of the consumer and how even the youngest children are influenced by marketing campaigns. The impact of advertising on society is non-negligible, whether it is positive or negative. The repetition of slogans and images, the emphasis on marketed products create a desire or even a need for that product through the identification of the consumer to the advertisement. Images shown in advertising campaigns have an impact on people’s mind and behaviour – not only in their consumption pattern, but also on their everyday life.
Our study then questions wider issues: the way women are represented in advertisement is a reflection of the perception of women by society at a given time - but in turn, it also has an impact on the way women are perceived and perceive themselves. This touches questions of sexism, diversity, mental health, and overall equality in society.
Our study aims at studying, through advertisement, what is society's perception of women and how it changes through time - and what impact this all has on people.
Our study then questions wider issues: the way women are represented in advertisement is a reflection of the perception of women by society at a given time - but in turn, it also has an impact on the way women are perceived and perceive themselves. This touches questions of sexism, diversity, mental health, and overall equality in society.
Our study aims at studying, through advertisement, what is society's perception of women and how it changes through time - and what impact this all has on people.
The centre of our work is our Timeline : we analysed ads from the 1910's to the present day and displayed them in chronological order. For each time period, you will find a thorough analysis of several ads. Our Methodology page explains how we did it and that is where you will find all our references.