Advertisers just can't seem to get it right these days. They end up either objectifying women to the extent of using sex to sell products that have no correlation to 'sexiness', or they try to use the 'empowering women' angle but just end up coming off as condescending while still pandering to the same ideals of beauty as their use-sex-to-sell-everything counterparts.
Ok so maybe they weren't exactly subtle but at least there's no ambiguity, right? People back then preferred non-skinny women, so being a little chubby shouldn't be an issue righ-
It's important to note though that even though they might be confusing and insane, vintage ads were never confused about the one thing that held true for almost all of them: when in doubt, blame women.
In the world of vintage advertising everything was the fault of the womenfolk, and I mean EVERYTHING.
Your husband in a bad mood? It's probably due to your cooking skills
Or possibly because you didn't 'store-test' the coffee (really vintage ads?)
Your husband cheating on you? Well it's your own fault for letting yourself get old!
I mean have you seen the new mistress's pretty hands? You just can't compare with your ugly 'dish-pan' hands
I mean honestly woman, it's like you want to lose your man! What's next? You going to let the drains clog up?
Or worse, catch a cold??
So basically, in the world of vintage advertising, husbands got pissed off, cheated or stopped loving you for many different reasons but those reasons were always your own fault. It's a miracle any women actually survived back then without doing a stint in an insane asylum, what with all the stress-induced nervous breakdowns they probably gave themselves fretting that their husbands would leave them every time they caught a little cold.
Life for a housewife back then must have been quite… Interesting, no?
What's your take on women in advertising? Do you think advertisements are evolving or are they just getting more subtle with their sexism?