A Look Back: How Vintage Indian ads reinforced gender stereotypes

Vintage Indian advertisements from the mid-20th century are a window into a past era, revealing societal norms and perceptions of that time. Among them, beauty product ads, and household goods, are particularly noteworthy for their depiction of women. These advertisements often insinuated that a woman’s physical attractiveness and domestic abilities were the key determinants of her success in life.

Beauty product advertisements from this period often preyed upon the insecurities of women, hinting that their desirability and prosperity in life were intrinsically tied to their physical appearance. These ads projected the notion that the cosmetic products they promoted would provide women with an advantage over their contemporaries. By doing so, they inadvertently amplified the pressures on women to adhere to certain beauty standards.

Advertisements for dishwashing soaps and detergents are classic examples of how graphic design has been instrumental in propelling gender roles and stereotypes. As observed by Goffman (1979) in “Gender Advertisements,” these ads predominantly depicted women as the primary caretakers of the household, responsible for maintaining cleanliness and order.

Sewing machine advertisements from the early to mid-20th century present a similar pattern. Women were consistently portrayed as homemakers, seamstresses, and artisans, thus reinforcing conventional gender roles and emphasizing their domestic responsibilities. The underlying message here suggested that a woman’s value was tethered to her ability to generate a warm and appealing home environment for her family.

Vintage food product advertisements are another case in point. They consistently portrayed women as the primary nurturers of their families, implying that it was their duty to provide wholesome meals and ensure the health and well-being of their children. They cultivated an environment where women felt obligated to prioritize their domestic responsibilities over their individual and career aspirations.

Moreover, these ads subtly placed the entire responsibility of child care on women, reinforcing traditional gender roles and implying that child-rearing was an exclusively feminine duty. A study by O’Donnell and O’Donnell (1978) discusses the potential negative effects of such messaging on men’s understanding of their parenting role and the limitations it imposes on women’s opportunities to venture into professions outside the home.

In conclusion, while these vintage advertisements may provide us with a fascinating glimpse into the past, they also serve as a stark reminder of the gender stereotypes that have been perpetuated for generations. Today, it is essential to recognize and challenge these stereotypes in order to create a more equitable society for both women and men through diverse representation, using inclusive language, and ensuring that the message conveyed by the advertisement aligns with the values of inclusivity and equality.