Gender Roles and Social Values in Carosello Advertisements
Title: Gender Roles and Social Values in Carosello Advertisements
Italian Contemporary Material Culture – 2023
Mohsen Ebrahimizadeh Ghahrood
University of Bologna
Introduction:
The representation of gender in advertising has long been a topic of interest to scholars in media studies, sociology, and psychology. Television commercials, in particular, have the power to shape societal expectations and reinforce gender roles. This essay aims to examine the representation of women in Italian television commercials through a case study of Carosello, a popular TV program that aired in Italy from 1957 to 1977. In this essay, we will analyze 10 different commercials (8 brands) that were broadcast during the show’s run, including Pubblicità Barilla, Cynar, Campari soda, Algida ice cream, Motta Panettone, Baci Perugina chocolates, Peroni beer, and Martini. By examining the gender roles and stereotypes depicted in these ads, we will gain insight into the cultural values and attitudes of the time.
Methodology:
This study utilizes a qualitative case study approach to analyze the six commercials mentioned above. The commercials were analyzed for their visual and linguistic representation of gender, as well as their use of gender stereotypes and roles. The data collected for this study was drawn from various sources, including academic literature, online archives, and television archives. These sources provided a comprehensive overview of the cultural and societal values of the time and offered a broad range of perspectives on the topic.
Analysis of Gender Representation in Carosello Commercials:
Pubblicità Barilla:
The Pubblicità Barilla commercial, which aired from 1958 to 2002, is an example of how gender roles were portrayed in Italian television commercials in the mid-20th century. The commercial depicts a family dinner, with the mother serving Barilla pasta to her husband and children. The mother is depicted as the caregiver, responsible for preparing meals for her family, while the father is depicted as the provider, the head of the household. This ad reinforces the traditional gender roles of the time and portrays women as subservient to men. However, it is worth noting that the Pubblicità Barilla campaign also portrayed women as the nurturers and guardians of family traditions, a role that was highly valued in Italian culture.
Cynar
The Cynar liquor ad, which aired in the 1960s, is an example of how gender roles and expectations were reinforced through humor and satire. The ad depicts a man who is tired of his mundane life and seeks refuge in Cynar liquor. The ad reinforces gender roles by depicting the man as the breadwinner who needs to escape the pressures of his life. The ad also reinforces expectations of masculinity by portraying the man as strong and in control. However, the humor in the ad subverts these traditional gender roles, as the man’s attempts to escape his problems are ultimately futile, and he is shown as being unable to handle the pressures of his life without the help of Cynar.
Campari soda
The Campari soda ad, which aired in the 1960s, is an example of how women were portrayed as seductive objects to be consumed. The ad depicts a woman in a red dress seductively pouring Campari soda over ice. The ad reinforces gender stereotypes by portraying women as sexual objects whose primary purpose is to please men. The ad also reinforces traditional gender roles by depicting the woman in a passive and submissive role, serving the needs of the male viewer. However, it is worth noting that the Campari soda campaign was targeted toward women, and the ad was designed to appeal to their desires for a glamorous and sophisticated lifestyle.
Algida Ice Cream
The Algida ice cream ad, which aired in the 1960s, is an example of how women were objectified and sexualized in Italian television commercials. The ad depicts a woman in a bikini eating an Algida ice cream, with close-up shots of her mouth and lips. The ad reinforces gender stereotypes by portraying women as objects of desire for male viewers. The ad also reinforces traditional gender roles by depicting women as passive and subservient to male desire.
Motta Panettone
The Motta Panettone ad, which aired in the 1960s, is an example of how gender roles were depicted in a more progressive manner than other commercials of the time. The ad depicts a family gathered around a table, with the father and mother sharing equal roles in serving and enjoying the Motta Panettone. The ad challenges traditional gender roles by depicting the mother as an equal participant in the family, rather than solely responsible for domestic duties.
Baci Perugina chocolates
The Baci Perugina chocolates ad, which aired in the 1960s, is an example of how gender roles were subverted and challenged in Italian television commercials. The ad depicts a man and a woman in a romantic setting, but rather than the man initiating the kiss, the woman takes the lead. This ad challenges traditional gender roles by portraying a woman as an active agent in a romantic encounter, rather than passive and submissive.
Peroni Beer
Peroni is an Italian beer brand that has been producing beer for over 170 years. Peroni has created numerous advertisements throughout its history, and many of these advertisements feature women. This essay will analyze the representation of gender in the Peroni beer commercial “Spot Birra Peroni 1971.” Specifically, we will examine the portrayal of women in this advertisement, paying attention to the cultural values and societal expectations of gender roles that are reinforced.
“Spot Birra Peroni 1971” features a beautiful woman holding a glass of beer, with a man’s voice-over talking about the quality of Peroni beer. The woman is the focus of the ad, and her presence is intended to enhance the appeal of the product to male viewers. This type of advertising is common in the beer industry, where women are often portrayed as sexual objects that men can obtain through the purchase of a particular brand of beer.
The woman in the advertisement is dressed in a tight-fitting, low-cut dress, and her body is presented as an object of desire. The camera lingers on her curves, and her gaze is directed toward the viewer, inviting male viewers to imagine themselves with her. The ad reinforces the gender stereotype that women are objects of male desire and that men are entitled to possess women. This is particularly problematic because the advertisement is targeted at male consumers, and the portrayal of women in this way perpetuates the notion that women are subordinate to men.
the Peroni beer commercial “Spot Birra Peroni 1971” is an example of the representation of gender in advertising. The ad portrays women as sexual objects, reinforcing gender stereotypes and perpetuating the idea that men are entitled to possess women. While this type of advertising may have been common in the past, it is no longer acceptable, and companies should take responsibility for the messages they send through their advertising. It is essential to challenge gender stereotypes and promote equality in advertising to create a more just and equitable society.
Martini
The China Martini commercial, which aired in the 1960s, is an example of how gender roles and expectations were reinforced through humor and satire. The ad opens with a group of men sitting around a table, enjoying a bottle of China Martini. A beautiful woman, dressed in a revealing outfit, enters the room carrying a tray of drinks. The men are immediately transfixed by her beauty and begin to flirt with her. The woman responds coquettishly, playing along with the men’s advances.
The ad reinforces traditional gender roles by portraying men as dominant and women as subservient. The men are in control of the situation and the woman is there to serve them. The woman is objectified, reduced to a mere sexual object for the men’s enjoyment. This ad reinforces societal expectations of women’s roles as objects of desire and reinforces the idea that women exist primarily for men’s pleasure.
The China Martini commercial is an example of how gender roles were portrayed in Italian television commercials in the mid-20th century. The ad reinforces traditional gender roles by depicting men as dominant and women as subservient. The woman is objectified, reduced to a mere sexual object for the men’s enjoyment. This ad reinforces societal expectations of women’s roles as objects of desire and reinforces the idea that women exist primarily for men’s pleasure. By examining ads like the China Martini commercial, we can gain insight into the cultural values and attitudes of the time and understand how these values shaped gender roles and expectations.
Conclusion
In conclusion, the case study of gender representation in Italian television commercials during the Carosello era has highlighted the societal and cultural values of the time. The commercials analyzed in this essay have shown that Italian television commercials of the 1960s largely reinforced traditional gender roles and stereotypes, portraying women as submissive, passive objects of male desire. However, there were a few exceptions to this trend, such as the Motta Panettone and Baci Perugina commercials, which depicted women in more progressive and active roles. By examining the representation of gender in Italian television commercials, we can gain insight into the cultural and societal values of the time and how they have changed over time.
Bibliography & Sources
Kotseva, Maria. “TV commercial representation of women in Italy and Bulgaria in view of the EU fight against gender stereotypes.” Trakia Journal of Sciences, vol. 18, no. 3, 2020, pp. 327-335.
La Grande Storia. “Carosello.” RaiPlay, RAI, 2017,
Carosello Cases:
1-Pubblicità Barilla: la storia (1958 – 2002). YouTube, uploaded by Pubblicità italiana, 13 Apr. 2015,
https://www.youtube.com/watch?v=vzX5A86yJss.
2- The Cynar liquor ad that reinforced gender roles and expectations through humor and satire.
- Cynar – Carosello con Ernesto Calindri. YouTube, uploaded by Remember The Car
Pubblicità Barilla: la storia (1958 – 2002)
https://www.youtube.com/watch?v=vzX5A86yJss
- “Contro il logorio della vita moderna.” YouTube, uploaded by Video RAI, 22 May 2012,
https://www.youtube.com/watch?v=4KFZdq6mXyc.
- Cynar – Carosello con Ernesto Calindri
https://www.youtube.com/watch?v=CQ2t_PrQtpU
3- The Campari soda ad that portrayed women as seductive objects to be consumed.
- Carosello – Bitter Campari – Paolo Poli
https://www.youtube.com/watch?v=t4o5YrT-WGM
4- The Algida ice cream ad that reinforced traditional gender roles through a romanticized portrayal of a couple.
- Patty Pravo – Se c’è l’amore – Carosello Algida
https://www.youtube.com/watch?v=RTsVXMgeyNk
5- The Motta Panettone ad that reinforced gender roles and family values through a traditional Christmas celebration.
- Spot Motta del 1975 (Atina, FR)
https://www.youtube.com/watch?v=CcFlgAqqrEM
6- The Baci Perugina chocolate ads featuring romanticized relationships between men and women
- Primo Carosello Baci Perugina | (1957)
https://www.youtube.com/watch?v=kGmgwdFmdtI
- Carosello Perugina | Tanti Baci Perugina – Katia Christine, Corrado Olmi (1968)
https://www.youtube.com/watch?v=7lG0zip4e7U
7- Peroni Beer
- Spot Birra Peroni 1971 – Poltrona
https://www.youtube.com/watch?v=apJZ_5uGvik
8- Martini
- CAROSELLO-China Martini
https://www.youtube.com/watch?v=4d6ivhl6voU
Shots from the cases:
Image 1 Pubblicità Barilla: la storia (1958 – 2002). YouTube, uploaded by Pubblicità italiana, 13 Apr. 2015
Image 2 Contro il logorio della vita moderna.” YouTube, uploaded by Video RAI, 22 May 2012
Image 3 Cynar – Carosello con Ernesto Calindri. YouTube, uploaded by Remember The Car Pubblicità Barilla: la storia (1958 – 2002)
Image 4 Cynar – Carosello con Ernesto Calindri
Image 5 Carosello – Bitter Campari – Paolo Poli
Image 6 Patty Pravo – Se c’è l’amore – Carosello Algida
Image 7 Spot Motta del 1975 (Atina, FR)
Image 8 Primo Carosello Baci Perugina | (1957)
Image 9 Carosello Perugina | Tanti Baci Perugina – Katia Christine, Corrado Olmi (1968)
Image 10 La Grande Storia. “Carosello.” RaiPlay, RAI, 2017
Image 11 Spot Birra Peroni 1971 – Poltrona
Image 12 CAROSELLO-China Martini
