Running head: MAGAZINE ADS FROM DIFFERENT TIME PERIODS 1

Magazine Ads from Different Time Periods

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Introduction

In the following essay, I will examine how alcohol and fast food magazine ads have

evolved since the 1950s and their influence on society. Alcohol and fast food magazine ads have

created a sexist culture that has altered gender roles and created confusion over healthy eating

and dieting.

Alcohol Adverts

In the 1950s, credit was easily accessible, companies were able to market their products,

and importantly, purchases were made in real-time (Sivulka, 2011). Crucial to this development

was the sale of alcohol, with Budweiser revolutionizing alcohol sale and consumption.

According to Hidreley (2019), Budweiser played an influential role in revolutionizing gender

stereotypes and sexism as it used women for advertising its alcoholic beverages. The effect was

an improvement in women’s self-confidence as showcased in two magazine ads titled “She

Found She Married to Men”  and “Where There’s Life….There’s Bud!” These two magazine ads

had photos of women on the cover page and Budweiser beverages adjacent to them (Hidreley,

2019). 

The trend continued into the 1960s, and in the 1970s, alcohol advertisements in

magazines took a turn when new alcoholic beverages such as wine and whiskeys from other

countries were promoted. Jung and Hovland (2016) document that women were replaced by men

from different cultures, with African-American men used to advertise whiskeys and other “hard”

drinks. For example, the ad “Take a sip ‘n give it back” and “Together” had images of African-

American men and women advertising foreign whiskeys. Additionally, this period also saw

canned beer introduced in the market, with the African culture being recognized as the artists

wore African attire (Sivulka, 2011). The 80s saw the introduction of Champagne, as showed in
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the magazine post “Mumm’s The Word for Champagne.” The new Champagne adverts targeted

the middle class and the rich as the pictures showed disparities in the use of special wine glasses

and used magazines that only targeted by the rich 

It was also in the 80s when alcohol advertisement in magazines was codified with social

and work life as companies such as Budweiser, Ancient Age Bourbon, Johnnie Walker, Schlitz

started making ads associated with the working class (Jung & Hovland, 2016). Coincidentally,

the majority of Americans during this period were in the middle-class docket, and a magazine ad

titled “this call for Budweiser”  called on people to “enjoy good food…old friends…and the

cheerful taste of Budweiser.” (Sivulka, 2011, p.68). In the image, it was evident that men and

women could share a table and drink together as they enjoyed their social life. This trend

continued into the 90s where women were now considered part of the “parting club” and became

“call girls” to advertise alcoholic beverages. 

With new companies emerging and new alcoholic beverages for oversees flooding the

American market, the ads displayed women serving their husbands beer, a clear indication that

women were still required to continue with their domestic duties (Hidrėlėy, 2019). Sexism was at

the helm of the adverts as the women pictured in the ads have overalls over their clothes. This

was an indication that they were to continue with their domestic duties. This trend continued into

the early late 1990s, where alcohol consumption was seen as a way to celebrate important

holidays such as Christmas together with family members and coworkers. Whiskeys such as

Johnnie Walker became popular, and more women engaged in alcohol consumption, the trend

became more visible in 2010 (Jung & Hovland, 2016). Currently, there is evidence of similarities

from the part as women are used for advertising alcoholic beverages. Unsurprisingly, with the
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enhancement of popular culture, sexism continues to shape the ads as the majority of the women

are half-naked when making the ads, while men sit in suits waiting to be served.

Fast Foods

The emergence and advertisement of fast foods cannot be held in the same light as

alcohol. Surprisingly, the modern-day McDonald was the most popular fast food joint in the

United States as people took time to enjoy pizzas and burgers. According to Crow (2018),

McDonald’s was preferred by the emerging middle class following the end of the Second World

War, but there was a growing perception from women that the Pizzas would make them fat. This

ensured that women preferred to cook at home instead of dining out, and the food was left to

college and university students. In the 1960s, Domino’s emerged as rival to McDonald's, but

their pizzas were common among Italians and African-Americans in Michigan (Crow, 2013).

Domino’s also altered how fast-food chains operated as it became the first to deliver their

products door to do (Fast Company, 2012). However, in both cases, the images used as ads

showed variations in class, as McDonald advertised using white Americans, while Domino’s

used Italians and African-Americans. 

The 1970s saw the emergence of Wendy, a fast food restaurant that was started in

Columbus and targeted young children, the majority of whom came from the white community

(Crow, 2013). Burger King followed suit in the 198os and targeted people from all walks of life.

However, unlike the above fast-food chains, the food stores introduced new fast foods that

included French toast sticks, sandwiches, and breakfast menus (Crow, 2013). Unsurprisingly,

their adverts included families from all races who were either having lunch and business people

in suits having breakfast at 10 o’clock. The company revolutionized fast-food chains as it

allowed restaurants to prepare meals for people and deliver for them at their places of work,
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hence targeting the working class (Lavender, 2019). The 2000s, 2010s, and 2020s have seen

McDonald's take a large share of the fast-food market industry, and their advertisements

showcase a mix of breakfast, lunch, and family meals that can be bought at an affordable rate. 

Conclusion

The advertising industry has grown both in revenue and sophistication, creating a boom

that goes beyond the consumption of foods and drinks. The advertising industry experienced a

boom in the 1950s that continues to shape how society viewed food and drinks. In the

contemporary world, magazine ads have been influential in dictating popular culture and

individual image. 
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References

Fast Company. (2012, July 30). The Best Advertising Slogans of All Time According to Digg

Users. Retrieved from https://www.fastcompany.com/997393/best-advertising-slogans-

all-time-according-digg-users

Crow, S. (2018, January 16). The most popular fast food chains from every decade. Retrieved

from https://www.businessinsider.com/most-popular-fast-food-chains-from-every-

decade-2018-1?IR=T

Hidrėlėy. (2019, March 11). Budweiser Adapts Its Sexist Ads From The 50s And 60s To 2019.

Retrieved from https://www.boredpanda.com/modernized-vintage-sexist-beer-

advertisements-budweiser/?

utm_source=google&utm_medium=organic&utm_campaign=organic

Jung, A. R., & Hovland, R. (2016). Targeting gender: a content analysis of alcohol advertising

in magazines. Health marketing quarterly, 33(3), 221-238

Lavender, N. (2019, October 23). 30 Of The Strangest Vintage Fast Food Ads That Used To Be

Completely Acceptable. Retrieved from https://soyummy.com/strange-vintage-fast-food-

ads/

Sivulka, J. (2011). Soap, sex, and cigarettes: A cultural history of American advertising.

Cengage Learning.
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