social change of two interrelated things

7/25/2019 Social Change of Two Interrelated Things

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PROJECT III

SOCIAL CHANGE IN AUTOMOBILEADVERTISEMENT

AND SEXUAL BEHAVIOR

A Project Submitted to:

Prof. Gladys Flora!"l I. Or#$%

In Compliance with the Requirement for

GM &'(I#rod)*#$o #o So*$al C+a!"

Ad Ad,$ Pro*"ss

Submitted by:

A,"l$a C. B$-"raMSERM

October 18 !"1#


2/9

SOCIAL CHANGE IN AUTOMOBILEADVERTISEMENT AND

AND SEXUAL BEHAVIOR

I#rod)*#$o

$a%e a brow&e o'er a ma(a)ine and more often than not you will &ee a brand

new &hiny car with a beautiful &e*y and &educti'e lady model+ ,atch a tele'&ion

ad'erti&ement about a new car+ ,ord& are &ometime& not e'en utili)ed in the

ad'erti&ement+ -u&t a &how of how fa&t and &lee% the new car i& and the &ultry &irenin the bac%(round+ ,hy do ad'erti&ement& u&e women a& model& for car. Are

women u&ed a& a &e*ual object to titillate the &e*ual dri'e of men. ,hat i& the

correlation of automobile& with women. /ow are the&e two different thin(& lin%ed.

/a& thi& alway& been the trend or type of ad'erti&ement for car&. Are the ad'erti&er&

&ayin( that car& are for women only. Or are there &e*ual innuendoe& that car& and

women are created for man0& plea&ure+

H$s#ory of Car Ad"r#$s","#s

Ad"r#$s","#s $ (/0's1 A Fo*)s o Pa#r$o#$s,

urin( the early 123"& in the mid&t of ,ord ,ar II and continuin( durin( the

Cold ,ar year& of 12#"& the ad'erti&ement& of car& were filled with patriotic theme&

and optimi&m+ $hu& mo&t if not all car ad'erti&ement&would portray the fla( or &oldier& paritcularly how they

encoura(ed participation in the war effort tip& for &a'in(

and re4u&in( ordinary object& buyin( war bond& and

'olunteerin(+

A& a concerted effort to &how &upport for the troop& mo&t

of the ad'erti&ement& then &how tin(e& of patrioti&m+

Figure 1. Car Advertisement in 1940s


3/9

Ad"r#$s","# $ #+" (/2's 3 A Fo*)s O Fa,$ly

$he ad'erti&ement& for automobile& in the

12#"& were all about the car0& feature& and function&

a& well a& it& durability and dependabilty+ $he car wa&

the &ellin( point not the e*perience+$he competition

for car &ellin( then wa& more of it& function& and other

amenitie& in the car bein( &old+ 5ot much &ymboli&m

about patrioti&m appeared in the ad'erti&ement& be it

in tele'i&ion or print media+ urin( that time people

Figure 2. CarAdvertisement Focus isthePerformance of the Car

were tryin( to mo'e on from the ra'a(e& and trauma of war hence a& much a&

po&&ible war patrioti&m and any of it& &ymboli&m& were not placed in the

ad'erti&ement&+ In a modern a(e where car ad'erti&ement& focu&ed on &ellin( an

e*perience the #"& ad& &eem lon( winded due to the fact they are nothin( but an

announcer de&cribin( the car+

$he 12#"& meant peace and the end of ,ordl ,ar II &o the part& needed to

build a car were no lon(er &carce+ $hi& wa& the era of a new car boom where

e'erybody lo'ed the idea of ju&t bein( able to dri'e and the freedom that

accompanie& it+ $he ad'erti&in( focu&ed on the car it&elf on what it i& capable of

becau&e that wa& what the con&umer wa& loo%in( for+$he ad'erti&er& pur&ued the

public by tryin( to attract their rational de&ire&+

$he ad'erti&ement& wanted to reach di'er&e people in (reat number a& much

a& po&&ible &o they focu&&ed on the family or a happy couple+ $he whole concept


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durin( that time wa& to match the idea of car owner&hip with the idea of &uburban

family+

/owe'er toward& the end of the #"& until th 6"& and 8"& women ha'e become the

model& of car ad'erti&ement&+

Figure 4. 1950 Car Advertisement With Woman as Figure 5. 1960 CarAdvertisement with Woman as ode!ode!

Figure ". Car Advertisement #n the $ate 50sFocused on Fami!%


5/9

Figure 6.19&0 Car Advertisement with Woman as ode! Figure '. 19'0 CarAdvertisement with Woman as ode!

$hi& chan(e of &trate(y on how to ad'erti&e car& &pread to all the

manufacturer& thu& one &eldom &ee& a car witthout a woman be&ide it+ ,hat i& the

lin% between the car and women.

T+" L$4 B"#5"" a 6o,a ad a Car I a Ad"r#$s,"#

,hy the &udden &hift in car ad'erti&ement by addin( a &e*y woman. I& thi&

lin%ed to a chan(e in &e*ual beha'ior of the people. $he trend to ad'erti&e cool car&

and hot ladie& i& a common mar%etin( &trate(y 1 e&pecially in auto &how&+ $he

mar%eter& do not allow their new line of car& &ittin( alone loo%in( unwanted+ So

they ha'e a fo*y lady directin( the attention of cu&tomer to the car and in&inuatin( to

the male cu&tomer& that the car i& a (eniune chic% ma(net+ rapin( a model

&educti'ely o'er the product on &ale ha& beena ploy lo'ed by ad'erti&er&+ $he

ad'erti&er& are tryin( to in&inuate that if you buy the car the po&&ibility of attractin( a

&e*y lady i& hi(h+

7or the ad'er&ti&er& and automobile companie& &ince it wa& u&ually the man who

paid for the car they would readily (i'e an added bonu& to the man by puttin( a &e*y

1 http://www.retrospace.org/2011/09/vintage-wheels-12-car-show-honeys.html
http://www.retrospace.org/2011/09/vintage-wheels-12-car-show-honeys.htmlhttp://www.retrospace.org/2011/09/vintage-wheels-12-car-show-honeys.html


6/9

lady to &ati&fy the male0& eye& hence &ome lady model& would e'en be &ittin( on

top of the hood+

In an article entitled: S"7 Do"s S"ll.... ad +"r"8s 5+y9 A##ra*#$" M" ad

6o," I Ad"r#s Aff"*# o)r Ca:a*$#y for Ra#$oal T+o)!+#; &< &cienti&t& ha'e

di&co'ered that ad& u&in( attracti'e model& ma%e con&umer& buy on impul&e+

7urther they concluded that puttin( all the fact& and fi(ure& about the product will

not per&uade the co&tumer to part with hi& ca&h+ ,e a& human bein(& are le&&

li%ely to u&e the lo(ical part& of our brain& when confronted with ima(e& of attacti'e

people we become impul&i'e+

Scienti&t& now claim that they ha'e the &cience to e*plain why &e* &ell&4 not

becau&e con&umer& thin% that if they buy the car they can (et the (irl+ Re&earcher&

found out that &eein( an attracti'e man or woman in an ad'erti&ement e*cite& the

area& of the brain that ma%e u& buy on impul&e bypa&&in( the &ection& which control

rational thou(ht+

Accordin( to the &tudy there are two type& of ad'erti&ement&: the Lo!$*al

P"rs)as$o =LP> &imple con'incin( fact& where data and fi(ure or number& are

&hown and the No1Ra#$oal Ifl)"*" =NI> feel (ood &timulatin( ima(e&+

$he &tudy re'ealed that the 9P are le&& effecti'e in ma%in( the con&umer&

&pend or part with their money+ It i& the 5I type of ad'erti&ement& that ma%e

con&umer& buy the product&+ /ence a &e*y woman on top of the hood of a car wa&

found to ha'e a &tron(er influence on u& than for e*ample a car ad containin(

mile&4per4(allon data+ $he rea&on for thi& i& becau&e 5I bypa&&e& the part& of our

brain that proce&& idea& lo(ically and rationally+ $he findin(& &upport the conjecture

2 http://www.dailymail.co.uk/sciencetech/article-2040218/e!-"#$-sell-%ttractive-men-women-ads-a&ect-capacity-rational-thought.html
http://www.dailymail.co.uk/sciencetech/article-2040218/Sex-DOES-sell-Attractive-men-women-ads-affect-capacity-rational-thought.htmlhttp://www.dailymail.co.uk/sciencetech/article-2040218/Sex-DOES-sell-Attractive-men-women-ads-affect-capacity-rational-thought.htmlhttp://www.dailymail.co.uk/sciencetech/article-2040218/Sex-DOES-sell-Attractive-men-women-ads-affect-capacity-rational-thought.htmlhttp://www.dailymail.co.uk/sciencetech/article-2040218/Sex-DOES-sell-Attractive-men-women-ads-affect-capacity-rational-thought.html


7/9

that &ome ad'erti&er& wi&h to &educe rather than per&uade con&umer& to buy their

product&+

Ao#+"r Po$# of V$"5 of #+" L$4 B"#5"" 6o," ad Car Ad"r#$s","#

=Fro, a Ma8s P"rs:"*#$">

In an article3written by Paul Su((ett an ad'erti&in( e*pert he wrote that the rea&on

why women are u&ed in ad'erti&ement aimed at men are the followin(:

1+ ;en li%e manly thin(&

!+ ;en are cra&& puerile arro(ant &lobbi&h in&en&iti'e jac%a&&e&

+ ;en li%e women

Car& are manly thin(&


8/9

;imi Seldner lo( Au(u&t !1 !!"11= pointed at the recent >;,

ad'erti&ment &ayin( that the road to car &ale& i& &till pa'ed and you0ll %now that the

road to car &ale& i& &till pa'ed ju&t a& it ha& been &ince it& con&truction with &e*i&t

heteronormati'e raci&t and outri(ht offen&i'e ad'erti&ement&+ ?nfortunately thi&

&entiment i& a& inaccurate a& the a&&umption that women are inherently bad dri'er&

incapable of chan(in( a tire or dri'in( down a &trai(ht road without hittin(

&omethin(+#

In the 126"& companie& and ad'erti&in( a(encie& were alerted to the lar(e

con&umer ba&e of intelli(ent capable empowered women@and that led to &ome

femini&t ad'ancement in car ad'erti&ement&+ 5ot only were there non&e*i&t

ad'erti&ement& but car companie& actually

mar%eted their product& towomen a&

informed financially independent con&umer&+

e&pite thi& brief4but4 in&pirin( run of femini&t4

friendly car ad& &e*i&t


9/9

$hi& &impli&tic dia(no&i& of the female0& brain irritated mo&t women and

accordin( to 9ibby Copeland in her ariticle >aby Bou Can0t ri'e ;y car+ $he

ad'erti&er& failed to update them&el'e& in the new &tudy that the female dri'er& ha'e

now outnumbered the male dri'er&+ 7urther the female dri'er& are not &wayed by

fri'olou& detail& but are &eriou& re&eracher& who tend tend to be le&& impul&i'e in

their purcha&e& and le&& inter&ted in ae&thetic& and &tylin( more rational li%e men+

Perhap& the rea&on another rea&on for thi& women in car ad'erti&ement& i&

becau&e men predominate in mo&t automobile companie& hence failin( to anticipate

the need& of female con&umer&+ >ecau&e of thi& male chau'ini&m in&tead of hirin(

women there i& thi& &tory from Automoti'e 5ew& about about 1" year& a(o ; had

1"" of it& male employee& attempt to (et into a full4&i)ed S?D while wearin( heel&

fa%e nail& and pla&tic ba( &%irt& and carryin( pur&e& and babie&+ ?pon reachin( the

dri'er0& &eat one en(ineer had a re'elation that ha& occurred to 'irtually e'ery

woman: EI thou(ht F,ell &hoot I would want my pur&e ri(ht at armG& reach+0 H /e

wound up de&i(nin( a con&ole to &tore it+

Co*l)s$o

$he &ocial chan(e of the relation&hip between car& and women ha'e indeed

e'ol'ed to a point that women ha'e hated bein( u&ed a& a &e* &ymbol+ >ut becau&e

of &tudie& that &how that beauty moti'ate& the men to buy then the there will alway&

be women in the car ad'erti&ement+

*http://www.slate.com/articles/dou)le!/dou)le!/201'/0'/caradsorwomendoesthein

dustrygetitallwrong.html
http://www.slate.com/articles/double_x/doublex/2013/03/car_ads_for_women_does_the_industry_get_it_all_wrong.htmlhttp://www.slate.com/articles/double_x/doublex/2013/03/car_ads_for_women_does_the_industry_get_it_all_wrong.htmlhttp://www.slate.com/articles/double_x/doublex/2013/03/car_ads_for_women_does_the_industry_get_it_all_wrong.htmlhttp://www.slate.com/articles/double_x/doublex/2013/03/car_ads_for_women_does_the_industry_get_it_all_wrong.html

social change of two interrelated things

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