Image, Reflection - Women, Advertising and Stereotypes
- Rachel Coltz
- Mar 17
- 2 min read
Special exhibition November, 25th 2025.
From Mad Men to Modern Icons: Women in Advertising Through the Decades
How have advertisements shaped the way we see women? From the perfectly polished housewives of the 1950s to the empowered, multi-faceted women of today, the evolution of female representation in advertising tells a powerful story—one of stereotypes, struggles, and transformation.
My upcoming exhibition in Persico Dosimo dives deep into this evolution, exploring how ads have reflected—and influenced—society’s perception of women over the decades.
The 1950s–1970s: The Era of Domesticity & Beauty Standards
In the post-war boom, advertising painted women as perfect homemakers, devoted wives, and meticulous caretakers. Whether selling kitchen appliances or the latest beauty products, the message was clear: a woman’s place was at home, and her worth was tied to her appearance.
But cracks in this image started to show. By the late 60s and early 70s, feminist movements challenged these stereotypes, and ads hesitantly began to reflect new narratives—though often in ways that still catered to male audiences.
The 1980s–1990s: The Rise of the Power Woman
With more women entering the workforce, advertising adapted. The “working woman” became a new marketing tool—power suits, independence, and ambition were celebrated, but often with the expectation that women still had to maintain their beauty and grace. “Having it all” became the standard, leading to both inspiration and immense pressure.
2000s–Today: Breaking (Some) Barriers, But Not All
From unrealistic beauty standards to the rise of digital marketing, today’s advertising is a battleground of progress and lingering stereotypes. Campaigns championing diversity, body positivity, and female empowerment have emerged, yet challenges remain. Women are still objectified, still face gendered marketing, and still have to fight for authentic representation.
Why This Exhibition Matters
Through a mix of historical ads, reinterpreted artworks, and modern critiques, this exhibition will spark dialogue about: 🔹 How much progress we’ve really made 🔹 The impact of advertising on women’s self-perception 🔹 The role of art in rewriting the narrative
By looking at where we’ve been, we can ask: Where do we go from here?
Join me in exploring this visual and cultural journey—because understanding the past is the key to shaping a better future.
💬 What are your thoughts on how women are portrayed in advertising today? Let’s discuss! 👇
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