An Historical Analysis of Archetypical Shifts in Representations of Women in Luxury Product Advertising in the Early 1960’S

Alyssa Travis, University of Arizona, USA
Melanie Wallendorf, University of Arizona, USA
How do representations of women in advertising change with political and social change? The early 1960’s were pivotal in dramatically altering advertising conventions for representing women. We closely examine changing inrepresentations around the time of the assassination of JFK, Second Wave Feminism, and FDA approval of birth control pills.
[ to cite ]:
Alyssa Travis and Melanie Wallendorf (2012) ,"An Historical Analysis of Archetypical Shifts in Representations of Women in Luxury Product Advertising in the Early 1960’S ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 139-142.