Tania, Tan Flowren (2017) THE IMAGES OF WOMEN IN LUX ADVERTISEMENTS BEFORE 1960s: BETTY FRIEDAN’S CRITICISM ON WOMEN’S IMAGES. Other thesis, Unika Soegijapranata Semarang.
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Abstract
For many years, advertisements have become a huge influence in the society. Advertisements can affect the image of people around them. This study uses Lux Toilet Soap advertisement as the object of research because it is a beauty soap brand that is especially directed to women. To analyse these advertisements, this study is using Betty Friedan’s book, The Feminine Mystique which was published in 1963. This is the book that marked the commencement of the second wave feminism. Friedan states, the advertisements in her era promoted women’s images as a feminine person and that professional career was not important for her. This study analyses Lux Toilet Soap advertisements during the 1930s until 1960s using Friedan’s book for the purpose of providing more knowledge about women’s images in that age. The writer categorized the advertisements into four groups. They are women’s image as an ideal beauty, women’s image as a creature to please a man, women’s image as a domestic creature, and women’s image as a dependent person. The result from this study shows that women’s images in Lux advertisements comply with the theories written by Friedan.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations |
| Divisions: | Faculty of Language and Art |
| Depositing User: | Mr Ign. Setya Dwiana |
| Date Deposited: | 19 Apr 2018 04:30 |
| Last Modified: | 10 Jun 2022 01:37 |
| URI: | http://repository.unika.ac.id/id/eprint/15941 |
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