The Image of Women in Romanian Advertisements: The 1930s. A Discourse Analysis Approach

Abstract

This article aims at picturing the image of women as portrayed in Romanian advertising during the 1930s. Torn between forward-looking associations fighting for equal rights and traditionalist tendencies confining the woman to the household, the female image, as captured by adverts, underwent spectacular changes, as a reflection of the mentalities and implications generated by the historical and social background.

Keywords

• female image
• feminist movement
• inter-war years
• the discourse of advertising
• discourse analysis