Alongside the heroics, fun, horror, impossible, larger than life and likes pregnancy in advertising is found aplenty in television, print, outdoor and online medium. Broadly, there are two ways pregnant women are used advertising. One is where pregnancy depicts a crisis situation and the product or service comes to the rescue. And the other way is, showing a gentler, caring face of the advertised organization through the pregnant women. There is another way to look at it also. Brands also amalgamate pregnancy with purity or health. There are many brands around you positioned around health.
Pregnancy in advertising started in early 1950s when a group of photographers did photo shoot for maternity clothing. It was more of instructional photographs than pure form of advertising meant for expectant females. For the first time this female demography was addressed as consumers. Advertisements for maternity clothing took out immense interest from expectant parents. The industry, maternity clothing industry was about to rise then from very niche amd somewhat unorganized status. Post war, the small brands started to become big and the adverts of those days broke many grounds in the public perception of pregnancy. There were efforts to place those ads in places where pregnant or soon to be pregnant women or their close family members can see them. There were also direct mailers, catalogues and brochures were sent out to interested individuals. Over the years, advertisements of maternity clothing presented range of products. From everyday stuff to expensive designer garments. During 1980s luxury consumption of apparels and designer garments came into being. And advertising followed.
With time, like other fashion photography, pregnant women’s photographs also are encouraging consumers to perceive a sense of desirability.
Conceal your pregnancy. This 1940’s vintage ad markets the ability of maternity wear to conceal your pregnancy:
Banned Xbox pregnancy commercial. This is where pregnancy has reached 🙂
