Sexist Advertising

The Daily Mail ran an article on advertisements from a time when no one gave a second thought about portraying women as weak, stupid, and in need of a man to lead her through life. I can personally recall how people used to laugh if anyone took offense at ads like this. Link -via the Presurfer

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I know I am coming in late on this since I see the last post was over 2 years ago, but I feel I must comment on this ad. I am in my mid-60's. I was almost 8 years old when this ad appeared in the August 17 1952 edition of Life Magazine, then one of the largest periodicals in circulation at that time. The Chase & Sanborn Coffee ad picturing a husband spanking his wife who is fully clothed (though you can see portions of her slip or slips and petticoat as he has raised her dress) OTK because she had not purchased fresh ground coffee to me is serious in that if you look at her pained expression since this picture is taken during the course of the spanking and look at the husband's look at her you know it is serious. In addition, he is seated in a dining room chair which probably indicates that after taking one sip of his coffee and realizing that it was not made from fresh ground coffee (because at that time you could tell the difference immediately between fresh ground and instant since instant coffee at that time could be terrible tasting)he asked her if it was fresh ground and when she responded that it wasn't he took immediate action by taking her over his knee and giving her a sound spanking. Whether he had spanked her before or not we do not know, but wife spanking in the 40's and 50's was not uncommon. Lucille Ball was spanked at least 3 times otk fully clothed by her then husband Desi Arnaz on the famed "I Love Lucy" and Patricia Breslin was spanked one time by her TV husband Jackie Cooper OTK fully clothed on the show "Peoples Choice" which in the next scene following Patricia Breslin's spanking showed a man being spanked OTK fully clothed by a woman. So wife spanking was not totally uncommon at the time the ad appeared though it is interesting that the ad appeared only once in Life magazine and never in any of the other popular periodicals including Look and Saturday Evening Post. You have to wonder if Chase & Sanborn received a number of adverse comments on the ad and pulled it immediately so it only appeared once in Life Magazine. If you have to wonder if there is someone still living that was either employed by Chase & Sanborn or the advertising agency that promoted the ad if this is the case.

For me personally I have been fascinated since I saw the Chase & Sanborn Coffee ad with a woman wearing a slip and being spanked OTK by a man. Before I met my wife over 40 years ago I was engaged to a woman who allowed me to spank her OTK on her slip covered bottom as in the Chase & Sanborn ad. In my 40 year marriage though, this has never happened and never will. I think the spanking of a woman has to by conscent of the woman and to me anything less than the woman wearing a slip is a humiliating experience for a woman.
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Miss Cellania and Jess are dead wrong. They are too young to understand this ad or the era in which it was produced. I was born in the early 1950s, and I can assure everyone that the ad WAS meant to be funny -- and not to convey the idea that it was OK or common for a husband to spank a wife. The ad was a sort of exaggeration/caricature. The fact is that, collectively speaking, men were MORE respectful of women prior to 1960 than they have been since that year. There is FAR MORE hatred and disdain and objectifying of women by men in our day than there was in the 1950s -- primarily because of the availability of (1) no-fault divorce, (2) hormonal birth control and abortion, and (3) a bad strain of "women's liberation" that masculinized many women.
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