Changing values and gender roles in the TV advertisements

Advertisements, especially in TV have become increasingly important in our nowadays society, and developed into a major indicator for a society at a given time. This book will examine how changing values and gender roles mirror in advertisements and for that it will take TV advertisements from 1954 until 2016 into consideration. All the evidence will be from the German company Dr Oetker which has a long tradition in the German society that started during the end of the 19th century. The company mainly sells three different types of products: baking ingredients, puddings and refrigerator pizza’s. These products will be presented in the following analysis. It is interesting and relevant to look at the topic, because the German society has built itself from rags to riches after the second World War and is now one of the most powerful players in the world economy. With this background, it is important to look at the way the society and its values have changed since the post-war period. Because the role of women in the society has changed most in the last six decades it is important to not only consider value changes in a society.