What Women Want?
Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.
In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.
There's no getting past the fact that women have all-too often been patronised and objectified by a male-dominated advertising industry. But screen advertising also tells (and sells) a more positive story of social progress for women, with increasing social and economic independence. This collection tracks the ups and downs of female empowerment in the 20th century, with its false steps as revealing as its forward ones.
A Wild West wife learns to save fuel thanks to Rinso soap powder - and her layabout husband - in this proto-feminist wartime skit.
Advert195912 mins Location: Merthyr Tydfil
What makes a South Wales Sunshine Girl? Well, the answer may vary depending on whether you ask a chauvinist or a feminist!
Advert19308 minsSilent Location: Portsmouth
The Foundation of Beauty is what lies beneath - as this parade of corsetted ladies reveal - with corsets to suit all shapes, sizes and ages