Women in Advertising
Women in Advertising
There are several ways to discuss women in advertising: the women who work in advertising, the way women are depicted in advertising and the way women have affected advertising. Looking at the subject of women in advertising in terms of women who work in advertising, this has changed drastically over the last few decades. As in many businesses, women at first had to struggle to secure good jobs in advertising. Then women in advertising had to struggle for salaries which approached those of men in comparable jobs. And in earlier years, women in advertising were relegated to writing copy and doing art for clients selling products specifically for women, such as dishwashing detergents, cosmetics and clothing. All of this has changed.
As late as the 60′s through the ’80s of the last century, almost no industrial, scientific and corporate accounts were serviced by women in advertising, whether as account executives, copywriters or other personnel. There were few women in advertising positions in major corporations as well. Automobile advertising was also almost exclusively a male province. Eventually a few women in advertising broke these barriers. Some advertising executives finally realized that not only could women in advertising understand how to sell automobiles to other women…they could also comprehend how to sell to men.
While women in advertising were originally kept on accounts primarily selling products to women, particularly household products, they were, as stated, usually paid far less than the men working side by side with them. Today, however, many women ae highly paid precisely because they understand how to sell to women….not just products for household use, but all types of products, and women in advertising are responsible for very expensive advertising campaigns which target women especially. Women in advertising are also in large part responsible for changing the way women are represented in advertising and are part of a larger women’s movement.
Women in advertising today are realizing important advances in every way, including monetary remuneration. One of the reasons for this is that women in advertising have proven they know how to reach other women…a major marketing factor. Women in advertising do a better job of selling many kinds of products to women…far beyond dishwashing soap and vacuum cleaners. Many women in advertising are also changing ways in which women are depicted in advertising, and leading movements to stop demeaning types of advertising which depict women as impossibly perfect creatures, or simply objects.
Women in advertising today are often on the leading edge and women in advertising have had an impact on how women are depicted in advertising as well. Today women in adertising occupy important positions at every level, from agency president to creative director, and are having a major effect on the advertising industry.
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