50s sexist ads | 50+ vintage sexist ads so shocking, you almost won't

The 1950s. An era of poodle skirts, rock 'n' roll, and seemingly idyllic suburban life. But beneath the veneer of post-war prosperity and perceived domestic bliss lurked a pervasive and deeply ingrained sexism, vividly reflected in the advertising of the time. These weren't just innocent marketing ploys; they were potent cultural artifacts that reinforced harmful stereotypes, relegated women to subservient roles, and often outright objectified them. Examining these ads today is a sobering reminder of how far we've come, and how much further we still have to go. Prepare to be shocked, amused, and perhaps even angered as we delve into the world of 50s sexist advertising.

This article draws inspiration and insights from various sources including collections of vintage ads that showcase the overt sexism of the era, expert opinions on the best (and worst) advertising practices of the 1950s, and analyses that break down the misogynistic messages embedded within them. We'll explore specific examples, analyze their underlying themes, and discuss their impact on society. While the Tate brothers' recent news and broader discussions about modern misogyny are important, this article focuses specifically on the historical context of 1950s advertising and its unique brand of sexism.

The Domestic Goddess and Her Domain:

One of the most prevalent themes in 1950s advertising was the portrayal of women as exclusively domestic beings. Their worth was measured by their ability to maintain a spotless home, prepare delicious meals, and cater to the needs of their husbands and children. The kitchen was their domain, and their happiness was inextricably linked to the performance of household chores.

Consider the numerous ads for household appliances. These weren't just selling washing machines, refrigerators, or vacuum cleaners; they were selling the promise of a happier, more fulfilled life for women, contingent on their ability to master these tools. One ad for a vacuum cleaner might depict a woman beaming with pride as she effortlessly glides across the floor, while the accompanying text emphasizes how much time and effort the new appliance will save her, allowing her to devote more attention to her family – and, of course, her appearance.

These ads often reinforced the idea that a woman's primary responsibility was to please her husband. An ad for coffee might show a woman nervously awaiting her husband's reaction to her freshly brewed cup, her fate seemingly hanging in the balance. The message was clear: a good wife was one who anticipated and fulfilled her husband's every need, and even something as simple as making coffee could be a measure of her success.

Furthermore, these ads frequently portrayed women as intellectually inferior to men, incapable of understanding complex machinery or making important decisions. They were often depicted as childlike and easily swayed by persuasive advertising, reinforcing the notion that they were gullible consumers who needed to be guided by men (or, in some cases, by the companies themselves).

The Marlboro Man and the Masculinization of a Brand:

The story of Marlboro cigarettes provides a fascinating example of how advertising can reshape a brand's image and reinforce gender stereotypes. Marlboro cigarettes had initially been marketed as a mild and filtered cigarette aimed at women, but sales were disappointing. In the early 1950s, Leo Burnett, the legendary advertising executive, decided to completely overhaul the brand's image. He recognized that the cigarette's association with femininity was hindering its success and decided to reposition it as a symbol of rugged masculinity.

Thus, the Marlboro Man was born. This iconic figure, often depicted as a rugged cowboy, a weathered rancher, or a tough construction worker, embodied the values of independence, strength, and self-reliance. The Marlboro Man was the antithesis of the delicate, feminine image previously associated with the brand. He was a man's man, someone who lived life on his own terms and didn't need anyone's approval.

The Marlboro Man campaign was a resounding success, transforming Marlboro into one of the world's best-selling cigarette brands. It also had a profound impact on the way masculinity was portrayed in advertising, solidifying the image of the strong, silent, and independent male as the ideal. While not overtly sexist in its depiction of women, the Marlboro Man campaign contributed to a broader cultural narrative that emphasized traditional gender roles and reinforced the idea that men and women were fundamentally different.

Beyond the Kitchen: Objectification and Degradation:

While the portrayal of women as domestic goddesses was a common theme in 1950s advertising, it was by no means the only one. Many ads went far beyond simply reinforcing traditional gender roles, resorting to outright objectification and degradation. Women were often depicted as sex objects, their bodies used to sell everything from cars to beer to power tools.50s sexist ads

One particularly egregious example is the infamous ad for Drummond Sweaters, which features a woman kneeling on the floor, seemingly at her husband's feet, with the tagline: "It's nice to have a girl around the house." This ad not only objectifies women, reducing them to decorative objects, but also implies that their primary purpose is to serve men. It's a blatant example of the casual sexism that was prevalent in 1950s advertising.