vintage stuff

Larry Harnisch of The Daily Mirror sent in this ad, which appeared in the Los Angeles Times on September 5, 1969:

Text from the top of the ad:

Does S&A really stand for Sex Appeal?

…and how! Our shoes are so sexy we only allow mature thinking adults to buy them…or young adults accompanied by a parent. When you wear S&A shoes, people will stare at your legs who were never never aware that you had any before.

It’s a great example of how quickly fashion standards can change. Today I’m pretty sure most, if not all, of these shoes would be considered old-fashioned and wouldn’t be marketed as sexy. Our ideas of what constitutes a “sexy” woman’s shoe today includes a higher, thinner heel, meaning they’re also in general less stable, harder to walk in, and worse for your feet than shoes with a chunky heel like these.

I have argued elsewhere on this blog that the fact that companies don’t sell make-up to men is a triumph of gender ideology over capitalism.

That said, a few companies are trying to sell make-up to men (and their strategies are really something else, see link above).  It turns out, however, that they’re not breaking new ground, as this vintage ad shows:

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

As a fan of both sci fi and pre-WWII pop culture, I naturally have a lot of affection for Alex Raymond’s Flash Gordon. There’s much to be enjoyed about the original comic strip (which basically invented the style that led to the creation of super-hero comics), the 1936 serial starring Buster Crabbe, and even the 1980 movie, which I’ve mentioned before.  The 1970’s softcore porn version, Flesh Gordon, is also a lot of fun.  Although the various incarnations get pretty complicated, the basic story is of a regular guy from Earth who ends up on a bizarre alien planet, where he inadvertently becomes a hero in the struggle against Emperor Ming, the tyrant who has been keeping the whole planet under his thumb.  With the recent rebirth of big budget sci fi and comic book adaptations, the time almost seems perfect for a new Flash Gordon movie.  It’s never quite been done cinematic justice, and the basic story would hold up well to a modern interpretation.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Mary M., of Cooking with the Junior League, took a moment out of her busy Dodgers-watching schedule to send me a link to some posters for products aimed at African American women. They were displayed at the Negro Industrial Fair in NYC in 1939 and contain some fascinating ideas about femininity, beauty, and attracting a man.

Given that a woman’s best chance at economic stability was often through marriage, this one probably wasn’t all that off-base:

Of course, it takes an enormous amount of time, energy, and money to be sure your beauty is “constant.” But it’s necessary, because beauty is the true way to get a husband:

Notice the message in that one: you might be incredibly skilled in some areas of traditional femininity (say, cooking), but it’s not enough if you can’t combine it with beauty. And you can get charm and beauty through purchasing the right products:

See also our post on Chris Rock’s documentary “Good Hair“and a woman gets fired for having an Afro.

Ben O. sent us this vintage airline commercial for Braniff International.  In it, a “stewardess” models new uniforms to stripper music and narration.  What struck Ben was the final uniform and commentary.  The commercial ends with the assertion that Braniff International “believes that even an airline hostess should look like a girl.” Sexism aside, Ben argues, and I agree, that what she is wearing is hardly feminine at all given today’s standards. The commercial, then, nicely demonstrates how norms for gendered appearance shift and change.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

We have, of course, posted a number of examples of toys that socialize girls into motherhood and housework (for instance). But this 1960s commercial for the Suzy Homemaker line of toys, sent in by Monica B., is the most comprehensive example I’ve ever seen, including everything from cooking, doing laundry, vacuuming, to looking pretty:

I’m not quite sure why, but I find this commercial really creepy. Maybe it’s the underlying message that you should do housework and be pretty at the same time if you want to be “queen of your home” and, presumably, the housewife everyone else admires and envies.

World War II was, among other things, an engine for the development of new technologies.  After the war, however, companies needed new markets for their products that would allow them to continue to reap profits.  We’ve posted below on this effort as related to food.  The 1948 ad below, for a scent-reducing and slimming camisole, is a great example of this in that the text makes it explicit (via):

Text:

During the war, The Springs Cotton Mills was called upon to develop a special fabric for camouflage.  It was used in the Pacific to conceal ammunition dumps and gun emplacements, but the Japanese learned to detect it because of its lack of jungle smells.  To overcome this, when the fabric was dyed, it was also impregnated with a permanent odor of hibiscus, hydrangea, and old rubber boots.  The deception was so effective that when Tokyo fell, the victorious invaders hung a piece of this fabric on a Japanese flagpole.

This process is top secret, and the fabric is now available to the false bottom and bust bucket business as SPRINGMAID PERKER made of combed yarns… the white with gardenia, the pink with camelia, the blush with jasmine, and the nude dusty.

If you want to avoid dancers’ diaphoresis* and the steatopygic stance, kill two birds with one stone by getting a camouflaged camisole with the SPRINGMAID label on the bottom of your trademark.

* Commonly known as Rhumba Aroma.

And also, a quick google search shows, “ballerina bouquet” and “skater’s steam.”

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Larry Harnisch, of the Daily Mirror, who spends a lot of time at his job going through the L.A. Times‘ archives, found this story from 1969:

Of course, most airlines had strict requirements for flight attendants’ physical appearance, including weight limits and guidelines for hair and makeup. But Renwick argued that her hair was much shorter than many White flight attendants’ hair. Many in the African American community felt she was being punished not for the length of her hair, but for wearing it in a natural style instead of straightening it.  United eventually paid her $5,000, “endors[ed] the Afro hairstyle,” and offered her her job back, and offer she did not accept.

Also check out our recent post on Chris Rock’s documentary Good Hair.

In a completely unrelated post, I found this advertisement for the movie Staircase on Larry’s blog:

Text:

What makes a man live with another man? What makes them claw at each other…humiliate each other…yet never leave each other?

Under the title “Staircase” it says “the story of a marriage made in hell.” Larry says, “Rex Harrison and Richard Burton play two hairdressers who live together…”

Larry’s post also includes a review from September 26, 1969, that contains the following memorable phrases (the image is too small to read if I post it here, so click over to Larry’s post to see it):

…a pair of querulous old queans [sic]

They are bitchiness itself…

…two failed half-men…

…the boys’ ghastly mothers…

…what, with the deepest of ironies, is called the gay world.

That’s something else, eh?