Why Were Men Led To Believe They Were The Dominant sex? Advertisements complete

Brief Summary:

In the 1950’s sexism towards women was considered ‘normal’ and was expected. The adverts used all of 1950’s classic styling and imagery except from a controversial quote. I wondered how could I recreate advertisements from the fifties but with a totally new concept. This is when I thought of flipping the sexism around and aiming the advertisements towards men. This is a light hearted project, I am not an extreme feminist. started off broad and researched into the 1950’s, after this I discovered there’s not many gaps in this market when it comes to this era, everything has been done. What had been done wasn’t anything that stood out, it was all based around 1950’s typical diners and vintage theme. I wanted something that would grab attention and get people talking. In which I hope this project succeeds on doing so.


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Behance link: https://www.behance.net/gallery/16797279/Why-Were-Men-Led-To-Believe-They-Were-The-Dominant-Sex

Finalised Advert Ideas

After a whole load of research, the ideas for the three adverts have been finalised! There will shortly be a blog post with an overview of the research done to get to this stage.


Advert One:

Washing Machine Advertisement

Slogan: So simple, that even a man can use it

Product Name: Spinner Machine

Advert Outline Idea:

Man smiling with his new purchase

The point of the advert

Swapping household chores stereotype, showing that men can do/ are happy to do household chores as well.


Advert Two:

‘Man Flu’ Medicine

Slogan: For when he is ill but you don’t have time to be

Product Name: ‘Man Flu’ Relief, Betty’s Pharmacy

Advert Idea:

A woman working in an office whilst a man is at home ill in bed

The point of this advert:

To show that supposedly that men are the weaker sex, women get on with life and ‘cope’


Advert Three:

Chocolate Bar Advertisement

Slogan: Because Chocolate is more reliable than a man

Product Name: Milk Chocolate, Sweet Escape

Advert Idea:

A woman posing happily with a chocolate bar

The point of this advert?

To show women don’t need men to be happy, this makes men insecure as they like to feel as if they’re needed.



Ideas may be expanded but these are the basic ideas to start basing the designs upon for now!


Acts Of ‘sexism’ Within The Media Today


Commuters heading to work in London this morning were baffled by the sight of a woman ‘walking’ a man on all fours.With a collar round his neck and a pink lead, the man was smartly dressed in suit trousers, white shirt and black shoes as he meekly crawled after the woman through the streets of Farringdon, in the centre of the capital.Onlookers suspected it was a PR stunt but the woman, who was also smartly dressed and carried a cup of coffee in her other hand, was giving nothing away.

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Mixed reviews on Daily mail:

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Comment about a sexist pr stunt:

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Inspiration for this project

http://theinspirationroom.com/daily/2010/maximidia-vintage-seminars/ MaxiMídia is a company in Brazil focused on modernizing and developing the communications industry. They worked with Moma São Paulo to develop “Vintage”, a print advertising campaign focused on advertising seminars for professionals, introducing them to the new opportunities associated with social networking. The ads are designed in the futuristic style of the 1950s, showing Skype, Twitter, Facebook and YouTube in terms of established technologies which are now old hat. maximidia-facebook maximidia-skype maximidia-twitter maximidia-youtube


These examples give a modern feel but are still using aspects of 1950’s design.

I will recreate my adverts more along these lines, than solely based upon the original adverts, as I don’t feel the original advertisements look as professional as these, and I am taking this project with a ‘fresh’ approach.