This ad seems to be all about male dominance. In the “no really means yes” era, men thought that women desired a strong, take-charge kind of guy that flaunted his superiority and masculinity every chance he could get. And doing it all while wearing a sharp, tailored dress shirt.
After marriage, it is not uncommon swipe profile search for the couple to be more relaxed with each other and become sloppier in their personal appearances. In this ad, the stockings manufacturer is admonishing wives who let their appearance down after the wedding by reminding them that husbands love wives with run-free stockings. Even when she is just working around the house, the wife should wear hose that are fresh, clean, and hole-free. And she should take care to keep them snag-free as she cooks and cleans and chases the children around.
Divorce was such a stigma in the past that advertisers used it as a way to sell products. It was simple. they put the fear of divorce into a housewife and she would be convinced to purchase the product. In this case, the product is Listerine for bad breath. The ad tried to convey the idea that a husband will be driven away from his loyal and loving wife and into the arms of another woman if his wife has bad breath. The solution to save ones marriage is simple. Listerine mouth wash.
Culturally insensitive, this product of aftershave, called Jade East, is using a sexy Asian model to play on the product’s name, which could appear to be an Asian name. Jade, a semi-precious stone, was often used in China and by adding the word ‘east’ to the title, the aftershave takes on an exotic facade. The ad’s slogan, “If she doesn’t give it to you, get it yourself” is filled with sexual innuendo as well.
To be the manliest, most masculine and macho man you can be, according to this print ad, you should try smoking a cigar. A cigar, it implies, will help bring out the primal urges and turn you into a he-man. And no he-man is complete without his adoring cave girl, complete with sexy, animal print garb. This ad does a great job of showing subliminal dominance with the man standing tall and carrying a big club and the woman sitting at his feet looking both vulnerable and seductive.
We aren’t given the opportunity in this ad to see the woman’s mouth so we cannot judge if it is more impressive than the rest of her body. and we see plenty of the rest of her body! So we are left to wonder if her mouth is really that big or if the narrator of this print ad is implying something else about the size of her mouth. We bet is doesn’t have to do with the amount of fine malt liquor from Mickey’s she can drink. What we can surmise from this ad is that sex sells.
Even though this ad doesn’t show anything and it completely tasteful, it is still surprising that it was allowed to run in the prudish past. The ad has a great message though. Even before the advent of PhotoShop, the definitions of beauty were being established by advertisers and those definitions were warped. Real women don’t look like models and they certainly aren’t shaped like them either. Showing a model and a ‘real’ woman side by side helped to illustrate the idea that beauty comes in all shapes and sizes.