In 1953 Alcoa Aluminum [1] produced an advertisement promoting their HyTop twist-off bottle cap. The advertisement, often erroneously attributed to Del Monte Foods, [2] featured a picture of a woman with the tagline "You mean a woman can open it?" [1] The advertisement has been subject to criticism in later reviews and is viewed as a symbol of casual sexism that was prevalent in the United States during the 1950s. [3]
Description
The advertisement features a woman wearing red lipstick and looking at the reader while holding a Del Monte ketchup bottle with the appearance of being about to open it. The tagline directly below it is, "You mean a woman can open it?" with the word woman underlined. The first sentence of the article it accompanied stated, "Easily—without a knife blade, a bottle opener, or even a husband!" [4]
Critical review
The advertisement has been described as an example of targeted advertising towards women, [5] is viewed as a symbol of social stereotypes during the 1950s. [6] Scholarly interpretation states that it implies that a woman is dependent upon her husband to do things for her. [4] In one such commentary, the New York Daily News stated that the woman in the advertisement is "clearly stunned and possibly delighted" at being able to open the bottle easily. [2] In addition, the advertisement has been used as a symbol of retro advertising, with a book bearing the same title as the tagline being published in 2000 by Adams Media detailing retro advertisements. [7] The Independent claimed that it enforced the stereotype of a woman as an unintelligent housewife. [8]
References
- ^ a b "Alcoa Aluminium - Beyond Belief: Shocking vintage adverts from the 'Golden Age'". Telegraph. 24 December 2015. Archived from the original on 2022-04-26. Retrieved 2017-01-09.
- ^ a b "Del Monte Ketchup: 'You mean a woman can open it?' 'Mad Men' premiere: Sexist ads from the era of Don Draper". New York Daily News. Archived from the original on 2023-06-12. Retrieved 2017-01-09.
- ^ Advertising (2014-05-08). "26 Sexist Ads Of The Mad Men Era". Business Insider. Archived from the original on 2016-12-08. Retrieved 2017-01-09.
- ^ a b "Why We Can't Afford Not To Be Politically Correct". The Odyssey. 2016-10-17. Archived from the original on 2018-05-03. Retrieved 2017-01-09.
- ^ "Aprons in Advertising". Slideshare. 8 December 2011. Archived from the original on 2017-01-10. Retrieved 2017-01-09.
- ^ Muir, Elizabeth (2015). Canadian Women in the Sky: 100 Years of Flight. Dundurn. p. 138. ISBN 978-1459731882.
- ^ Ad Nauseam (2000). You Mean a Woman Can Open It...?. Adams Media. ISBN 1580623778.
- ^ Rushton, Susie (2010-11-30). "Turn the heating off – and feel virtuous". The Independent. Archived from the original on 2022-05-01. Retrieved 2017-01-09.