Ads in the 50's targeted smelly women?
Advertising in the 50's vs. in current modern times is a big jump in social norms. Not to mention, back in the 1800s/1900s, the idea of yellow journalism was still a big thing; as a matter of fact, we might see some now in current times without us realizing. I think it is important to note that advertisements like the one above reflected what society believed in at the time. In the 50's, women were expected to be stay-at-home wives. Things like being classy or well-behaved were ideals, looking best for their husbands, as they were told to remain put together. Nowadays, we see advertising for both women's and men's fragrances as the social norms have really changed, as well as advertisements. With this advertisement, we can see that they are indicating that women do not know as much about perspiration as they "should". In this advertisement, we can see them use direct effects as they are labeled to buy this deodorant cream before the odor starts, which is persuading women to purchase products by encouraging them to buy it the next time they are at the cosmetic counter.
From the 1950s to today: A journey through advertising
The advertising industry has transformed into something quite different from what we see now. The techniques and messages of persuasive communication have changed from advertisements of the 1950s to the digital age we live in now. We trace the shifts in media, technology, and societal values that have helped change how brands connect with their audiences. For example, during the time of the 50's, it is easy to say that the norms during that era promoted sexist ideals, while nowadays we tend to focus on social impact and diversity. Things like using print and physical packaging for laundry detergent had advertising, while now we use pretty much all digital ways to promote. We can also see that in the 50's there was a broad target audience, while now, depending on the brand, they will most likely lean into a certain demographic to create loyal customers, which can then create an audience that becomes more engaged due to inclusivity.
The advertising industry: Goals and ideals in this generation
When I thought about an advertisement to compare to the one in the 50's, I thought this one from Lancôme's campaign with pop star Olivia Rodrigo was the best to bring up. When first seeing the campaign image, I see the idôle, a word in French translating to idol. Emphasizing her impact on a lot of people, especially women. Young women and teenage girls are part of her demographic as an artist. With that being said, making this campaign an orange color was a big deal to Olivia's audience as she resonated with the color purple during her first two albums. Her audience claimed that this campaign was a way of telling them that she is changing her sound, or has a new era coming soon. With that being said, I appreciate that the Lancôme marketing team really made sure to hit the target audience with because Olivia is known to send secret messages and use symbolism to a little sneak peek of what's to come soon for her fans. To me, this campaign carries value even with simple advertising. The color was something that resonated with her fans because she was known to brand herself one color up until now. Going into depth, Olivia herself stated: "Embracing your individuality is so important in beauty since there are many unrealistic expectations placed on young women today." (Teen Vogue, 2024) To me, that really spoke volumes of the standards of the 50's when comparing it to Olivia, who is considered an idol to many due to her creative mind rather than her looks, and fitting into that 50's norm.
For the curious mind: My last insights into communication
The industry of advertising has changed throughout the years, and so have the social norms. These two go with one another as an advertisement needs its own proper demographic to profit from. We have seen the advertisement from the 50's in the paper and could have printed the ad in women's magazines, vs. an advertisement like Olivia's collab with Lancôme was placed on digital ads on social media, billboards, TV, or in stores like at the mall, making both genders consume the ad due to its wide range of marketing. With that being said, due to the rise of technology, brands are able to pick a certain demographic and send ads through websites or their social media if they filled out a demographic check. Without ads, people wouldn't know what certain people are consuming, as well as trends, leaving a person out. This affects both society and culture due to the rise of micro-trends and trying to get people on board as this generation works through inclusivity.
Sources:
“Now! Chief Cause of Perspiration Odor Stopped before It Starts / Ad*access / Duke Digital Repository.” Duke Digital Collections, repository.duke.edu/dc/adaccess/BH2311. Accessed 5 Apr. 2026.
“These 1950s Perfume Ads Are a Reflection of the Era’s Femininity and Glamour.” Fifities Web, 10 Mar. 2026, fiftiesweb.com/fashion/1950s-perfume/.
Hayes, Allie. “Olivia Rodrigo Is Pretty in Peach in behind the Scenes Shots from Latest Luxury Ad.” Sports Illustrated Lifestyle, Sports Illustrated Lifestyle, 23 Jan. 2026, lifestyle.si.com/fashion-beauty/olivia-rodrigo-pretty-in-peach-behind-the-scenes-latest-luxury-ad.
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