There has been a shift
in how women are being portrayed in contemporary advertisments. Before they
were timid, passive and more than likely seen as housewives, but in todays
advertisments she is strong, independent, assertive. There are many more movies
with women leading role then in the past. We often saw women in secretary like
positions, catering to the bossman, whereas now they are the bosses of major corporations and businesses making the calls. There has been a major shift in the culture
with women providing opions and being the voice for brands
For example recently
Budweiser launched a commercial against drunk driving during the Superbowl and
the person handing the message was Helen Mirren, a woman and well respected and known actress. A beer company whos target audience are males, decided to
place an older female character in a pub having a tradition burger and fries
meal, telling them to not be imbeciles and drive under the influence.
Marvel, the comic series, has recently launched a series on Netflix of their character Jessica Jones. Jessica Jones is a very stern and strong character. She runs her own business and doesn't take crap from anyone. Through out the series she fights a mind controller trying to keep him from perpetrating his evil ways into the city. This is a major move for Marvel who focuses on their many male superheroes.
Women are breaking through in advertisements and in media in general. They are being shown in strong and confident roles.
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