Rei N. sent in this vintage Wonder Bread ad from 1968, found here:
Text:
A pretty girl knows how to succeed with boys without half trying. But she’s got a lot going for her–marvelous new cosmetics, smashing fashions, and Wonder Bread. Wonder Bread? Wonder Bread! Wonder’s the neatest way to trap a boy since…well, since apples. Try tempting him with his favorite Wonder sandwich. He’ll bite. And–ZAP!–you’ve got him.
Well. Huh.
As Rei says, there’s the nice cultural trope about women “trapping” men (ZAP!), apparently since the time of Eve and her apple (nevermind that, according to Genesis, she was made for him because he was lonely, and she didn’t use an apple to trap a boyfriend, and all the other logical stuff). It’s also interesting that they don’t even bother to imply that some of the things she’s “got going for her” might include personality, manners, etc.–they’re all external, purchased assets.
Apparently Wonder Bread put out a whole series of these types of ads. Here are there others, which I found in this paper:
The whole “the way to a man’s heart is through his stomach” message, as well as the clear assumption that women prepare meals and men consume them (note the man on the right is the only person seen eating as opposed to offering a sandwich), is nice too.
Thanks, Rei!
Comments 12
Gis — February 27, 2009
This reminds me of what my friend said the other day.
"The Week The Women Went"??? Went where? It better be to the kitchen to make me a fucking sandwich!
bri — February 28, 2009
Am I the only one who is, given the pattern from the others, kind of creeped out by that last one?
Cecil — February 28, 2009
Also, why are all three of the bottom ones perfectly tanned blondes?
Fernando — February 28, 2009
Which boys is that guy trying to trap?
Dave — February 28, 2009
Maybe Wonder Bread also markets to pedophiles.
Jay Livingston — February 28, 2009
And where did it get them? Interstate Bakeries, the wonderful folks who brought us not only Wonder Bread but also Twinkies, is in bankruptcy.
Village Idiot — March 1, 2009
The best thing about Wonder Bread that I remember is that you could squeeze it into a tight little ball that would bounce, or it could be thrown a great distance and impact a target with hilarious effect, as often happened in school cafeterias during lunch (but I of course had nothing to do with any of that).
Seriously, I didn't realize Wonder Bread was actually edible. It might work to "trap" men via the stomach cramps caused by eating the equivalent of a rubber stopper. Once he's in enough pain, he ain't going anywhere!
Jennifer — March 2, 2009
Did anyone else also pick up on a "be seen and not heard" message? The mouths in all the ads are closed, with the exception of the first one in which her mouth is totally obscured!
Angela — March 3, 2009
At first glance, I found the "BOY TRAP #51" a tad creepy.
Fat Angie — March 10, 2009
Is it bad if my first thought was "how progressive! The last man's trying to trap a man with a crappy sandwich too!"
twinkerbell — August 27, 2012
As everyone knows sex sells so why is it that you are knocking someone who is clearly ahead of there time in my opinion this person was a marketing icon ......and should have done more adds.Plus I am a tan blonde that works for interstate brands;-) (aka)hostess brands. maybe if this person where still around having Paris Hilton eat Twinkies on top of a hot car (burger king add 2007) we wouldn't be in the position we are now....just saying:-)
Mackle — September 28, 2012
These ads are amazing and wonder bread is delicious