Side by side are two advertisements, each showing an image of a car and two family members. The adverts demonstrate the amount of power given to women at the time they were made. The differences in these ads far outweigh the similarities. The ad, from 1954's Good Housekeeping, shows a woman being scolded by her husband for wrecking their car. The other, from a 2003 Redbook, shows a wife and mother holding their daughter in one hand and an umbrella in the other. A woman is ignorant, irresponsible, incompetent and not in control; the other is competent, responsible and in control. The evolution of advertising reflects changes in the way American society views women. The adverts use body image, body language and text to encapsulate stereotypical women of every era; In the 1950s women needed to be controlled, but now women can be in control. The 1954 advertisement portrays the ideal woman of that era. This ideal was incredibly unrealistic. She has a slim waist but wide hips for childbirth. Her feet are small and she wears very high heels. Her hands are small and feminine, yet she holds nothing: her bag has fallen to the floor. But not a hair is out of place, and the elegant skirt and top she's wearing appear unscathed, putting even more emphasis on the fact that the man is "wearing the pants." 1950s society considered women incompetent. They needed their husbands to be in control because they couldn't take care of themselves; when they tried, "they crumpled the fenders." However, the woman in the advertisement is the ideal woman: Barbie. She's only good for being pretty and having kids, otherwise she can't do anything right. No wonder she can't drive a car without causing damage: in... middle of paper... society sees women as real people with intellect. Instead of not being allowed or perceived as capable of controlling their own lives and situations, today's women are expected to control their own lives without interference or constant dependence on others, or more specifically, their husbands. These advertisements demonstrate the drastic change that has occurred over the last fifty years. Even though both adverts are about cars, the body image, body language and text represent a striking difference in how women view them. Perhaps this change was brought about by the Women's Liberation Movement, perhaps this subjugation cannot last forever. But whatever the cause, change has certainly occurred. Works Cited "Dodge Caravan". Announcement. Redbook June 2003: 75. “Saginaw Safety Power Steering.” Announcement. Happy CleaningFeb. 1954: 40.