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As you can see the fairy soap advert created in 1987, it is explicitly
racist viewing in today's society. However, at the time of
publishment viewers would not see it as racist, it would have been
apart of everyday life. Looking at the advert itself, the young white
girl is in a dress which is blue which implies that the white girl is
trustworthy and stable whereas the young black girl is in rags which
are brown and an off white colour which can imply dirtiness, which
goes along with the text within the advertisement. The text almost
appears quite serious and sensible which can show to a viewer that
the writing within the advert is reliable and accurate which in today's
society we know that the advert is discriminatory.

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Looking at the advert created within the 1900's by Pears' Soap. At
first glance you may not notice the racist implications within the
bottom right hand corner of the advert. At the time of publishment,
black people were still being used as slaves therefore, at the time of
publishment, it would have been clever advertising. But in today's

society the racism is unacceptable. But at the time of publishment
there was no rules or regulations regarding advertising meaning that
advertising companies could publish what whatever they wanted to
even if it had a discriminatory theme displayed within the advert.

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At first looking at this advert for the United States Navy, you may
not read into it. But after really looking at the advert it uses sexism
and the sex appeal to promote the Navy to men. At the time of
publishment, this would have made some men want to join the navy
because it states "BE A MAN AND DO IT". This shows to a viewer

that it is a manly thing to join the Navy and if you don't join you will
be on the same level as a woman which in them times, men were
superior to women. Also, the colour is all blue which again
advertises the idea of masculinity and confidence. However, it also
has a bit of red in the advert which isn't complimentary,
monochromatic or harmonious colours to blue so therefore there
must be some reason as to why the Navy have put the colour red in
the advert. Therefore, the red could imply the idea of power and
intensity, which can also contribute to the idea of masculinity. One
thing which I have noted is that the words "BE A MAN AND DO IT
UNITED STATES NAVY RECRUITING STATION" is almost in bubble
writing which to me shows a fun aspect which they could have used
to potentially appeal to a man to try to recruit young men for the
Navy.

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Within the 1930's advertisement for Kellogg's PEP vitamins, it shows
clear sexism. According to the functionalist approach of the family, it
implies that there is the traditional gender roles which are that there
is a patriarchal oppressive ideology where the woman is the
housewife. Murdocks 4 basic functions of the family shows that the

woman is used for reproduction and the sex appeal for the man.
This is evident within the advert which merges the sex appeal of the
woman and that the woman is the housewife. The advert clearly
states that "THE HARDER A WIFE WORKS, THE CUTER SHE
LOOKS!". This can clearly show that according to a man in the
1930's that a woman appears more "cute" to a man the more she
does housework.

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Anti-Speeding Advert Banned (Runs Over Children)