Centre for Interdisciplinary Gender Studies

Using Archives to Teach Gender



All referenced quotes presented on the sidebars in this website are taken from the book Teaching Gender with Libraries and Archives: The Power of Information, edited by Sara de Jong and Sanne Koevoets.

Advertisement – 1969/1970 Schoolwear

Image from Marks & Spencer School and Leisurewear Catalogue 1969/70.

The addition of ‘and dads’ in the title adds a ‘comical’ reminder that fathers can be, and are, involved in the up-bringing of children. This addition seems to hint at, and acknowledge, the increase in public awareness and debate about gender inequality in the division of childcare and domestic labour, a change which was occurring in this period as a result of the campagins and activities of feminist movements. It shows M&S’s attempt to highlight that they are a modern company that recognises customer interests and concerns at the time, such as the increasing importance of women’s issues.


school wear


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You may also be interested in videos of M & S advertisements broadcast on television throughout the 20th century. To find out where you can access these videos, click here.

Source: Marks & Spencer Company Archive

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