Palmolive Advert Analysis

The advertisments I will comment, compare and contrast are parts of Palmolive’s marketing campaigns published in magazines of the years 1921 (Would your husband marry you again?) and 2013 (Irresistibly soft skin, like a touch from a rose.). The evolution of one in contrast to another is quite massive. Obviously, the both contain two parts: the picture juxtaposed with the text. Firstly, I will start analysing the 1921 advert. The picture has two characters: the man who seems somehow aloof and estranged, and the woman who is kind of shy, but at the same time intimidated by the presence of the man.
On those days, the gender equality was just beginning to become a very popular issue. Just the year before Palmolive created this advertisement, women won the right to work and vote. Nowadays, many representatives of the male gender find this offensive even if people live guided by the principle of equality between genders. This ”medieval” behaviour led to the …show more content…
This time, in addition, it potrays the power and confidence of the woman. The picture has only one character, namely the woman. This represents the independece that the woman has gained all this time. Also, the slogan of the campaign is written in a completely different format, being totally focused on the skin and the beauty of the woman, leaving aside the concept of masculinity. Moreover, a basic element is the rose that touches the woman’s skin, which seems carried by a man. Though the man tries to draw the female’s attention by touching her skin with the rose, she looks elsewhere without minding about the man near her. This may bring into discussion the empowerment and maybe the intellectuality which the females have gained in time. Furthermore, women may have realized that their duty is not only to cook, clean up or take care of the children, and somehow they may have awakened their ego realizing that without them, males would