Who knew lighter fluid could be so sexy? We certainly had no idea until we saw this 1948 advertisement for Ronson lighter fluid. Phew. It’s funny to see how obvious vintage ads were regarding who their target audience was. Ronson lighters aren’t for women. If that illustration is any indication, they’re only for suave, sexy men. Duh.
This flammable company was really out here, making all the average Joe’s think that carrying a Ronson lighter would make them irresistible to women far and wide. Heck, they might even get lucky in another way that’s only slightly implied in this ad. Although we do still see ads targeted at straight men in a similar way these days, it’s a lot more subtle than it was back in the 40s.
Unlucky Tiger Hair Wax
Whoever sees this ad can point out everything that’s wrong about it. To say the least, this hair wax ad is so creepy. What does a tiger have to do about hair wax? There seems to be a reverse role in this picture. The tiger is depicted as the hunter when it’s the other way around in reality. The poor animal is portrayed as a beast when in fact, humans are the ones who invade their territories.
If you think that there could be nothing worse...you are very wrong. Mounting the busts of the women on a wall is such a psycho thing to do. The male gaze exudes the misogynist mentality of the creators of this ad. This ad displays pure absurdity that it even has the guts to say, “Which one do you want?” It’s as if women are not given the choice to say no. Sorry, the gals aren’t naturally going for any guy who uses Lucky Tiger. Not so lucky now.
Women? Outside the Home? Impossible!
This Trans World Airlines ad was probably considered slightly feminist when it was created in 1954. Today, of course, it’s completely laughable. However, back in the 50s, it marked a change in how companies advertised to women in the US. The ad asked women, “Who says, ‘It’s a man’s world?’” as a way to appeal to “modern” women who had more social independence than ever before.
TWA lets women dream big and even consider traveling on their own. Without a man. Gasp! Can you even believe it?! This whole marketing gimmick is obviously ridiculous to anyone living in 21st-century America. Some women would even argue that traveling without a man is a million times better.
Cigar Advertisement
Before the turn of the century, ads of this sort were even more rampant than they are today, and it was socially acceptable to post insensitive and demeaning advertisements about anything that involved women and how they are somehow inferior to men. It can be seen in ads concerning laundry detergents, food helpers, etc. The worst part? Barely anyone said anything about it, not even women!
Today we’re more educated about the harmful social connotations of ads like this: A cigar is a cigar, one expensive stick of cancer-causing chemicals but let's forget about that, right? Women are obviously the bane of everyone’s existence. Then again, Kipling had been oppressed and demeaned by his own wife, so perhaps that’s where his thought process stemmed from. Or perhaps it was his wife’s way of showing him he’s wrong.
Carsual’s Horoscope Pants
We’re not exactly sure what’s happening in this advertisement, but we know it’s specifically made to sell these horrendous horoscope slacks. According to the ad, these are a pair of “action” pants. Whatever your agenda is, I’m sure it’ll be a lot more fun with a colorful pair of slacks!
The suggestive posing of the woman behind implies that these fancy slacks also serve as chick magnets. Seriously? What is it with advertisements for slacks and the absolute need to insinuate that these pants will get the ladies’ heads turning? Nonetheless, these screen-printed cotton and polyester blend guarantees that these pair of pants are styled for action!