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“Look” Magazine November 27th, 1956

The 1950’s was a decade that reconstructed the American dream and cleaned up after the 40’s. Things were structured and strict, and the importance of knowing the difference between right and wrong were common values that were practiced at home. Men were usually the ones that made the money to support the family, and women primarily stayed at home to take care of the family and the home. Society was very different from now, and so was the media. Look magazine, the magazine that I got my advertisement from, was started in the 1950’s and portrayed and advertised many ideals that American families valued. This particular advertisement is for the new Zippo SLIM-LIGHTER and was in black and white.
I was at first somewhat surprised that this advertisement had both men and women seemingly as equal and balanced. As you can see, the man is lighting the woman’s cigarette and she is lighting his for him. However, her eyes are closed and his are open. The way I interpreted this gesture is that men look at women for their sexuality and beauty. It is important for the man to be looking at the woman because she symbolizes beauty, purity and innocence. Men relied on women to be naïve and preciously childlike during these times. Just like the television shows and commercials of the 1950’s, this advertisement reflects the basic message that women are inferior to men. This magazine came out in the peak of the baby boom, when reproducing and creating a family were the most prominent ideals in American culture. On the other hand, the woman has her eyes closed. I interpreted this as the woman is inferior to the man so she can not look at him. However, Elaine Tyler May observes that during this year (1956) reports were suggesting that women were overpopulating as well as other “inferior” groups of people in society. Although there are reports and other sources that propose that women ...