1970s

I have chosen this 1970's Avon cosmetic brand for contextual analysis, because it was one of the few ads of that time I could find in the archive which used contextual references.

First look at this ad gives us some understanding of 70's era. 1970's in the Uk was a time of feminism movement that began with equal pay act and was continued in 1979 with election at the first and to date the only female Prime Minister in the United Kingdom Margaret Thatcher [http://en.wikipedia.org/wiki/Feminism_in_the_United_Kingdom]

The tag line at the ad says:

"Avon believes every woman has the right to change her mind". Ignoring the main meaning which is female's volatility (including shopping) we can read through the context: every woman has the right - which sounds like one of the main feminists' postulates. And, probably, this idea of the gender equality was so familiar at that time so Avon decided to use it for its advertising campaign to demonstrate support to their customers. On the bottom of the poster we can also see two women, one of them is choosing products and another one is presenting them. She is the Avon lady - a face of the brand and an independent entrepreneur. She has her business and can provide herself with essentials without asking her husband for help. This ad shows a new type of woman that emerged in 70s.

A contemporary (2012) Avon's ad is also targeted to women. But, as it can be noticed, this is completely different type of women.

Back to 70s, a woman fought to be equal with men, today she makes rules in relationships, at work, everywhere. Today Avon's British woman had become totally independent, strong, smart and sexy. She is not a working housewife anymore. She is a business lady.