There were a remarkable amount of advertisements for brassieres and other undergarment pieces during the 1960s as women became fascinated with their brand new freedom (Ad Age, 2003). Although the ‘60s marked a positive change in the independence of women, it was also the beginning of an intense period of diet-orientated advertising targeting women. Returning to Perma-Lift Undergarment advertisement (Figure 1), there is still an emphasis being put on the ‘perfect’ body and the importance of a curvaceous or shapely figure. At this time, advertising had altered in terms of gently persuading women to spend their own money on themselves, by portraying ideal lifestyles, faces and figures. Although the representation of women at this time was a pleasant
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The advertisement is encouraging women to bring out their “wild side”, to perhaps appear sexually attractive to a male. In addition, maybe the word ‘wild’ as it is used here refers to the concept of something alternative or ‘new’. The inclusion of “young” returns to the pressure put on women to remain as young as they can. Women were urged to avoid any scars, wrinkles or blemishes and to remain as youthful as possible. Maybe, being young goes with being wild. Must you be young to be wild? In the Plaza 8 Perma-Lift Undergarment advert, the setting of the image stands out to me as they stand on what looks like sand, holding a bunch of balloons, a idealistic setting for any woman to dream of. The beach is frequently seen as a place of leisure, laughter and enjoyment. Perhaps wearing a Plaza 8 Perma-Lift Bra would retrieve these memories of joy and laughter. The addition of the watermelon could be returning to my theory that Americans yearned for this adventurous, tropical lifestyle. Are the intensified colours within this advertisements referring to a sort of domesticated version of the hallucinogenic visions of the psychedelic era? The psychedelic era refers to the time of social, musical and artistic change influenced by psychedelic drugs, occurring during the early 1960s to the mid
The advertisement is encouraging women to bring out their “wild side”, to perhaps appear sexually attractive to a male. In addition, maybe the word ‘wild’ as it is used here refers to the concept of something alternative or ‘new’. The inclusion of “young” returns to the pressure put on women to remain as young as they can. Women were urged to avoid any scars, wrinkles or blemishes and to remain as youthful as possible. Maybe, being young goes with being wild. Must you be young to be wild? In the Plaza 8 Perma-Lift Undergarment advert, the setting of the image stands out to me as they stand on what looks like sand, holding a bunch of balloons, a idealistic setting for any woman to dream of. The beach is frequently seen as a place of leisure, laughter and enjoyment. Perhaps wearing a Plaza 8 Perma-Lift Bra would retrieve these memories of joy and laughter. The addition of the watermelon could be returning to my theory that Americans yearned for this adventurous, tropical lifestyle. Are the intensified colours within this advertisements referring to a sort of domesticated version of the hallucinogenic visions of the psychedelic era? The psychedelic era refers to the time of social, musical and artistic change influenced by psychedelic drugs, occurring during the early 1960s to the mid