THE 20’S & 30’SSex Appeal

-Emergence of Flapper Girl after WWI-Partying, drinking, smoking was popularized by the Flapper Girl-Women had jobs (over 10M in 1925) and had disposable income-Women could afford cars and had intimacy in them with their boyfriends -Cigarettes ads targeted women and promised appealing bodies and romantic time with men

-Cigarettes ads targeted women and promised appealing bodies and romantic time with men

-Personal hygiene was venerated-Having body odours or bad breath could threaten a relationship or a date-Advertisers used a lot of sex appeal in luxurious products such as perfumes, designer clothing, etc.

1930s-Depression started with the stock market collapse-People lost jobs and had less disposable income-Advertisers switched people’s attention from luxurious goods to everyday products-Since people had more free time, they would spend it on vocational activities-Healthy lifestyle was starting to be emphasized in the society

-Relationships started to last longer for economic reasons-Advertisers used fear to persuade people into buying products that would help people keep what they had-More emphasis was given to health products and food; sex appeal switched to them