7.Genderization

According to Tangee in the 1930s, a woman’s lips could be too red, smeary, glaring, and painted for a manto kiss.Petrovic: Like I said, there were periods of time where the woman-shaming ads seemed to recess into thebackground. During wars, maybe you knuckle down a little bit, but then when the war is over, it bursts backout again. These ads resurfaced after the World War II, but from what I can tell, they matured a little bit.During the late ’40s and early ’50s, the ads targeting women just didn’t reach the same peaks of insanitythey did before the war, but you would still have ads for the Kotex and the practical stuff that you need. Inthe ’50s and ’60s, you started to see ads for breast enlargement. Then during the ’70s, we underwent a bigsocial revolution where women stood up, and said, “We’re not going to be treated as objects anymore.”But even then, the shaming ads didn’t completely disappear. In that decade, you still had companies usingthose tactics to sell deodorants and breast-enhancement products.Collectors Weekly: That early ’70s ad boasting about all the attractive women who weren’t good enough tobecome flight attendants is amazing.Petrovic: That was right when the women’s lib movement was going strong, and women were saying,“We’re not going to be playing traditional female roles anymore, we’re going to get out into the world,really get out in the workforce, and make our stand.” Still, these ads popped up. Through all of that turmoiland social change that was going on back then, there was still this ad that says, “We only pick the prettiestwomen to be flight attendants.” It just never dies.Collectors Weekly: How does this sort of shaming manifest today?328 She Culture CRT: Genderization