Advertising changed the way women were depicted, this sexual revolution caused women to be no longer portrayed as the sterotypical happy housewife, instead depicted in a liberated manner. That being said the men's magazine Playboy, portrayed men as the sex objects that women fall over for. The 70's started out well for playboy, but like all other magazines, it needed revenue from advertising to stay afloat. “Playboy needed to prove two things to advertisers the first being that only seedy men purchase playboy and secondly that the viewer was looking at more then just the pictures”(Bridges, 2012 ). Playboy struggled with the second one in particular. To combat this issue Playboy produced a series of ads from the 60's right through the 70's.
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The ads represent a world where all women are “sexual objects” (Bridges, 2012 ) and are always sexually interested in men. In almost all ads men are working in high powered, high-paying jobs. (Fig. 7). Most of the men appear single though not all, sometimes wedding ring fingers are out of the shot. If these men are the primary readers of Playboy magazine. They wanted to show advertisers aren't ashamed of it. In nearly all ads, you can't miss the presence of a woman or women in the background staring directly the man, though he remains unaware of her interest. Whether they are working, socialising, on holiday or with their partner, the presence of sexually interested women is obvious in these promotions. In all adverts the men are significantly older than the women. “Crow's feet, a furrowed brow, and signs of age” (Bridges,2012) are all common features. Any young men, appear to be “young guns at work or as though they come from a wealthy family” (Bridges, 2012). Men shown in this Playboy campaign were 'manly men'. They were the epitome of man, good looking, high paying job and womanisers. In my opinion this is where advertising started to
The ads represent a world where all women are “sexual objects” (Bridges, 2012 ) and are always sexually interested in men. In almost all ads men are working in high powered, high-paying jobs. (Fig. 7). Most of the men appear single though not all, sometimes wedding ring fingers are out of the shot. If these men are the primary readers of Playboy magazine. They wanted to show advertisers aren't ashamed of it. In nearly all ads, you can't miss the presence of a woman or women in the background staring directly the man, though he remains unaware of her interest. Whether they are working, socialising, on holiday or with their partner, the presence of sexually interested women is obvious in these promotions. In all adverts the men are significantly older than the women. “Crow's feet, a furrowed brow, and signs of age” (Bridges,2012) are all common features. Any young men, appear to be “young guns at work or as though they come from a wealthy family” (Bridges, 2012). Men shown in this Playboy campaign were 'manly men'. They were the epitome of man, good looking, high paying job and womanisers. In my opinion this is where advertising started to