Historical Adverts

Similar to the coffee advert, women are presented as housewives and "gossips" whose main aims are to keep the house clean, please their husbands and their children. Their facial expressions reveal aspects of "false consciousness" as they are happy yet unaware that they are somewhat being exploited by society and thus conform to the roles designated to them.





The women in the adverts are depicted to be the typical "madonna" stereotypes whose only aims are to please their husbands. The first advert which shows the man standing up and looking down at his wife illustrates his superiority in comparison to her inferiority thus conforming to traditional ideologies of the time, that women should be housewives and caregivers.





The advert portrays the woman as sexually provocative, due to her dark clothing and seductive facial expression. The galaxy chocolate can be considered as a phallic symbol which insinuates the theory that women's main job is to please men. The woman is a victim to the male gaze due to her attractive looks and the way in which she removes items of clothing and thus is perceived to be a "whore". The fact that she is receiving pleasure by eating the chocolate challenges stereotypes during the time which as women should not be able to give into temptation and indulge in things which pleasure them.