Advertising, whether criticized or celebrated, is undeniably a powerful force in American society. Depictions and images of women have long been used to sell published advertisements. However, the way they have been used has changed enormously over the decades. Women fought to find a lasting and important place in their society. It was only in the span of twenty years, between the 1900s and 1920s, that the role of women changed dramatically here in the United States. Early in the mass consumption process, manufacturers, distributors and retailers realize the importance of using their advertising to target women. The advertisements were designed and published to primarily appeal to women. In the years leading up to World War I, marketing techniques targeting female consumers became increasingly effective. Throughout history, women have always struggled to obtain a recognized place in society. Despite the activities of suffragettes, the support of the Labor Party and some members of the Liberal Party, women still had very few rights in 1900 and certainly no political rights. During the 1900s, women were still prisoners of the “cult of domesticity” (Srivastava). A good illustration of women's lives at the beginning of this era can be seen in the O-cedar print advertisement from the year 1900 (fig. 1 below). This print ad is aimed at housewives, claiming that they have a wide variety of products to choose from. Ranging from shoe polish to protect your floors and furniture, to dusting pads and mops which, according to their ad, “reduce cleaning, dusting and polishing to almost nothing”. It is evident that this ad reflects stereotypical depictions of women as “happy housewives,” committed, apron-wearing mothers depicted in self-promotional advertisements. From ...... middle of paper ......back to the changes that occurred in society, economics and politics during the two decades 1900 and 1920. Works Cited Chevrolet. Advertisement. Art.com. and Web. March 3, 2011.Charles Daniel Frey Company. Advertisement. Google.com. and Web. March 3, 2011. Delis, Daniel. Advertising aimed at American women, 1900-1999. Ohio State University. Pr, 2002. Print. Friedan, Betty. The feminine mystique. WW Norton & Company, 2001. Print. “History of the 19th Amendment,” essay Your source of knowledge. n. page. Internet. February 20, 2011.O-cedar. Advertisement. Victoriangraceart.com. and Web. March 3, 2011. “On this day: The 19th Amendment gives women the right to vote. » August 18, 2010: n.pag. Internet. February 17, 2011. Srivastava, Swapnil. “The cult of domesticity. “Buzzle.com n. Page. Internet. February 20, 2011. Woloch, Nancy. Women and the American Experience: A Concise History. McGraw-Hill, 1996.