Lecture Notes: The Evolution of "Because I'm Worth It"

Introduction

• The phrase "Because I'm Worth It" originated in advertising.
• It reflects the shifting dynamics of women's roles in society, particularly in the context of the women's rights movement of the 1970s.

Historical Context

• In the 1970s, the women's rights movement was gaining momentum, but advertising did not yet provide women a voice.
• Advertising often represented women through the lens of their husbands or male counterparts.

The Birth of the Slogan

• A 23-year-old advertiser created the slogan "Because I'm Worth It," revolutionizing advertising.
• This slogan empowered women to express their self-worth and choice in products like hair color.
• Example: "I use the most expensive hair color in the world, preference by L'Oreal."
  • Emphasis on quality over cost.

Shifts in Women's Identity

• By the end of the 1980s, women's lives were changing:
  • Increased independence.
  • Greater self-confidence.
• Women were starting to assert their identity and self-esteem in society.

Evolution of the Slogan

• The slogan evolved from "Because I'm Worth It" to "Because You're Worth It."
• Initial hesitation from some women about the assertiveness of "I'm worth it" led to this change.
  • Acknowledged the importance of community and shared self-worth among women.

Impact of the Slogan

• The phrase became a constant reminder of women's independence and fulfillment.
• It serves as a motivational message for women feeling insecure or down.
• Example: Watching the commercial can uplift women and reaffirm their worth.

Ongoing Challenges

• Despite progress, in many parts of the world, the battle for recognition that women are worth it continues.
• The slogan retains its strength and relevance, advocating for respect and recognition of women's rights.