Conclusion

Conclusion

The examination of telephone advertisements from the 1940s to the 1960s reveals the perpetration of gender roles and expectations in their messaging and portrayal of women and men. The advertisements of this era were carefully crafted to appeal to a broad audience while reinforcing traditional gender roles and stereotypes. The messaging and imagery used in these advertisements reflect the cultural norms and values of the time, which were rooted in the belief that women's primary role was in the home, while men were expected to be the primary breadwinners.

The advertisements aimed at women were designed to evoke a sense of domesticity, promoting products that would aid them in their role as homemakers. Advertisements set in domestic locations such as the bedroom or the kitchen, the presence of children, and feminine language were typical features of these advertisements. Women were portrayed as nurturing, gentle, and caring, with their primary focus on the well-being of their families. On the other hand, advertisements aimed at men emphasized their position in the workforce and their success. These advertisements promoted products that would enable men to achieve their professional goals. Men were depicted as strong, confident, and in control, with their primary focus on their own achievements which reinforced traditional masculine gender roles.

However, as society has evolved and become more aware of gender stereotypes and their negative effects, modern advertisements are slowly shifting away from these outdated gendered portrayals. In the 2020s, a more inclusive and diverse approach is taken compared to the advertisements of the 1940s-1960s and the telephone is not widely perceived as a device made for women any more than it is for men.