We looked at a variety of ‘Old-fashioned’ adverts, each displaying particular angles of sexism; towards women of course. The language used emphasises the weakness of women and the dependability on their husbands. The adverts put women into a bad perspective and almost make a reader feel sorry for them. They suggest that all women are like this and add even more to the stereotypical woman. For me, if I saw an advert with this particular style of humour, it would put me off buying the product, never mind selling it to me!
Times change - and so do values, attitudes and beliefs about what is acceptable or 'normal'. Things we take for granted would surprise (or even shock) the time traveller from 60 years ago. Linguistic analysis will enable you to identify these 'hidden assumptions' about what society should be like so that you can evaluate them. Another point about these sexist adverts is that so many of them are aimed at men - a comment here about numbers (or status) of women in the workforce?
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