ads had been afraid to promote their product towards women in a business savvy way. In an article found in USA Today in 1993, Martha Moore examined an ad by Apple Computers for their newest computer, and she discovered that out of thirteen characters, only two were women (2). The professions of the two women were a schoolteacher and the other being a dog groomer who was completely clueless about the business world. The dog groomer was quoted as saying, "Dogs don't care how much money you make. They just love you" (Moore 2). There were no successful business women to be found in the ad, and it basically reflected an attitude that said women were not made for the business world. However, in the ad by American Express, they are willing to show that the financial concerns not only affect the men but the hardworking women as well.
             In examining the ad by American Express, there are important details to notice, which tend to reflect society's new image of the working woman. The first key idea is the positioning of the family, and the layout really shows how much women have advanced in American society. She is sitting happily beside her husband with their child directly in the middle of the two parents. The conveyed notion is that both parents have equal concerns about their financial future, and it is their mutual decision on how to plan for their kid's future. The father no longer financially dominates the household since both husband and wife are working parents. The clothes that both parents are wearing also show that they are hard working and active in the business world. The ad is trying to reach the working woman who brings in a reasonable income in hopes of bettering her family's life.
             The concept of relating to the working woman is interesting especially due to the study of advertisements by Linda Treiber and Melvin Thomas for Sociologically Spectrum. In their study of over one thousand magazine ...