Centre for Interdisciplinary Gender Studies

Using Archives to Teach Gender

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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 – 1971 ‘Colourful Homes’

Advertisement from St Michael News, February 1971.

The image and text below promotes the M&S household textiles range. As with many other M&S household related adverts explored on this website, the advert’s central focus is on a woman using the products. This highlights the assumptions held at the time that household related tasks and their associated products are the domain of women. In the image, the woman appears blissfully submerged in the fabrics and is photographed in soft focus; this reinforces a gendered represention of women women and femininity as relating to softness.

homewear

Click on the image to view full-size

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

Source: Marks & Spencer Company Archive

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