In poster advertising, much has changed: from the clichéd depictions in the last century to more modern, diverse, and respectful representations. Yet the tendency to use women as symbolic representations persists.
A curious example is the Pelati can I bought in 2022. Why a woman has to adorn the tomato can remains a mystery. Here, the woman is reduced to mere decoration.
There are also more fitting applications, such as with the hair clips from the 1960s. Here, the use of women makes sense, as it is a product traditionally used mainly by women. Such depictions can be aesthetically pleasing and informative. But for me they have mainly an aesthetic value above all else.
The portrayal of women in advertising reflects society and its attitudes. As long as women are depicted as mere symbols and not as full individuals, the path to equality remains long. It is important to question and criticize these depictions to create a more just society.