More women are stepping up to the plate instead of the stove. The modern woman has officially turned the vision of the archaic female-wife-mother role of weakness and subservient behavior to one that is more independent and autonomous. Women have evolved, or that’s what the advertizing marketers are suggesting.
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An article in Adweek suggests there are three new ‘types’ of women in today’s society that commercials are targeting to keep up with the new woman. Adweek alleges the advertizing marketers are staying on top of potential sales by addressing the modern, female consumer. (Continue below ad)
Three New “types” of Women: Are You One of Them?
The Indie Woman – Age: 28-34, single
The Mom Achiever – Age: 35-45, married or in a relationship with a child
The Alpha Goddess – Age: 55-64, divorced, widowed or single
The influences of this assumed societal change can be attributed to many factors, as well as the famous female activists pressuring the need for women’s civil rights. Although women are still encountering the glass ceiling, we have come a long way in granting equal rights to them.
Did you know the old expression, ‘rule of thumb’ alludes from a degrading practice years ago? Married women had little to no recourse if her husband physically abused her. The ‘rule of thumb’ saying has implied that a husband could beat his wife with a stick legally if the stick was not bigger than his thumb. Although the controversial phrase’s origin may not be directly related to the common practice of wife-beating (it is disputed), it has earned its place in history as such.
But what about the advertisements? They appear to be directed at the modern women with no regard to the female who has earned her rights but chose the traditional ‘stay at home mom’ (SAHM) title. Do the marketers fail to recognize the shared responsibilities of a couple? SAHMs have authority over purchases as well as the modern woman, or do the advertisers feel they are becoming obsolete and not worth the attention?
The commercials may be subtly degrading to the wife, mother and homemaker who puts in a full day’s work but isn’t classified as a ‘modern women.’
Does our culture surreptitiously suggest the SAHM is less than the modern woman through the influences of the media by avoiding them in advertisements?
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