LANGUAGE AND GENDER DISCRIMINATION IN AMERICAN PRINTED ADVERTISEMENTS DURING 1940s-1970s

Gender discrimination is one of the biggest discrimination in the world. As the impact of the biggest discrimination, gender discrimination has spread into many aspects. In the early 1940s, it spreads into language. The appearance of gender discrimination in language can be seen in the use of language in sexist advertisements. This research aims to analyze the language that indicates gender discrimination in American printed advertisements during 1940s-1970s. To analyze this gender discriminating language, the researcher uses descriptive qualitative method. In analysis, the researcher uses the theory of language and gender by Robin Lakoff in her book entitled Language in Woman's Place. In conclusion, most of the 1940s-1970s advertisements contain gender discrimination. It shows the existence of sexist language and the biggest issue of gender discrimination towards women in that era