Feminism and Advertising in Traditional and Nontraditional Women's Magazines 1950s-1980s

Abstract

In this study researchers content coded advertising images in traditional and nontraditional women's magazines in 1959, 1969, 1979 and 1989 to determine the impact of the feminist movement on consumer imagery. This timeframe allowed analysis from several historical vantages: 1959 (pre-feminist movement), 1969 (developing feminist ideology), 1979 (social implementation of ideology), 1989 (post feminist movement). The data were analyzed from the perspective of three major variables, the first being time (a specific decade); the second being magazine type (traditional or nontraditional women's magazines); and the third being product category. The study answers a primary research question: To what extent do ads in women's magazines (traditional and nontraditional) reflect the goals of the second feminist movement? A secondary research question is explored: Are advertising and the feminist movement incompatable, thus dooming “feminist publications” depending on ad dollars to demise?