8 Outrageously Sexist Vintage Ads to Remind You What Moms Used to Put Up With
When it comes to the fight for gender equality, we know there’s still a long way to go. Women still make $430,000 less than men over their careers. Complex female characters, as well as female directors, are still underrepresented in Hollywood. And American women are the only mothers in countries with advanced economies who don't benefit from mandated maternity leave. But things have certainly improved for us since when our mothers and grandmothers were our age. Fifty years ago, the roles women and mothers played in midcentury media looks so sexist now that it's absurd. So if you find a certain joy in getting angry, take a look at the next eight vintage advertisements that get so many aspects of women’s lives—especially motherhood—so wrong.
The Advertising Archives1/8The Laundry Queen
Should you find that wearing a crown while doing laundry and other household chores makes the tasks more bearable, more power to you. But this 1960s ad is telling moms, "The menial task of washing your child's dirty diapers will make you feel like royalty." News flash: Queens don't do their own laundry.
The Advertising Archives2/8Car Shopping: Battle of the Sexes
Here we have father, mother, and little Suzy looking for a new car. There is literally a line drawn down the middle of the car designating the driver’s seat as “Mainly for Men” and the rest of the car as the “Ladies’ Dept.” And while Mom and daughter look for things like “smart gay colours,” a “really large luggage trunk” (so many clothes!!), and “easy gear change” (Help me, I’m a woman, driving is hard), Dad’s insisting on the more practical and mechanical elements of the vehicle, like gas mileage, safe braking, and handling. Let’s be honest: This dad is not making the weekly grocery shopping trip, or dropping the kids off at friends’ houses, so who do we really think is using the car?
The Advertising Archives3/8Mommy-and-Me Scales
You’re looking at a 1948 ad for a doctor’s office about safe and healthy approaches to losing weight. Fine. But a mother encouraging her young daughter to be self-conscious—heck, aware— of her weight and body shape? Not OK. We may each have our own body insecurities, but I think we can all agree that no one should intentionally pass those insecurities on to her daughter—or son. Of course little girls want to be just like mom, but maybe not when it comes to anxiety over appearance?
The Advertising Archives4/8“Look, I’m a Mother!”
"Look, everyone, I did a load of laundry, I’ve got this whole motherhood thing down!" Although some of the fine print in this 1940s advertisement commends the hard work it takes to run a household ("I’ll never again argue that Helen’s job is easier than mine."), the main message here is motherhood = doing housework. What's sadder than that? Dad is doing the laundry only because wife Helen is so ill that she hasn’t been able to even get out of bed (“The doctor says Helen can get up tomorrow. And, boy, will I be glad to get back to the office!").
—___—
The Advertising Archives5/8Isn't Shopping for Mom Easy?
Poor Mom, she probably wanted jewelry, or a puppy, or even her children performing a show. Don't be silly! Mother could only want one thing for Christmas: a vacuum. Doesn’t Mom have hobbies? Travel dreams? Educational aspirations? Of course she does, but they can't get in the way of the chores!
The Advertising Archives6/8"You Mean a Woman Can Open It?
Cue Amy Poehler and Seth Meyers' Really!?! segment from SNL. The small print only makes things sillier: "Easily—without a knife blade, a bottle opener, or even husband!"
The Advertising Archives7/8Give Me All the Laundry
Our illustrated lady is more than person in charge of keeping everybody’s clothes washed and ironed; she is literally the clothesline. "Oh, Mom, aren't you cute with your laundry shenanigans! Did you spend all day planning this joke?"
The Advertising Archives8/8“Save Some for Me!”
This just in: Earn your children’s love by cooking for them. (Side note: With this much love for sausage links, I wonder what her kids would do if she made cookies!) No disrespect to the chefs and cooks who make their living cooking for people, but Mom's worth isn't dependent on the food she provides her family. At least Mom isn’t an afterthought in this ad. Despite the old-school sexist undertones of this and the other ads, love and appreciation for Mom is always
acceptablenecessary. Especially on Mother's Day.
