part 3

1940's

In these advertisements the pictures begin to get more and more prominent, although there is still a heavy use of words. There is also an emphasis on aristocracy (the bourgeois) still has its place, because the idea of getting for very little money something that will make you look rich, or smell rich, or feel rich makes people want to buy that product. In the images that they do have there are more photographs than there were before, and the images that are not pictures become slightly more realistic. There is also still the emphasis on the foreign and exotic. Once again the ideas of attracting men and sexuality are still there, but subdued. The idea of being a modern woman has come into the advertising scene, and is portrayed as a good thing, which is a major step forward for women's advertising. The idea of the quest for youth at any age is still there however.