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After it appeared in London underground stations, it was the subject of hundreds of complaints to the UK’s advertising watchdog regulator – mostly from people who believed it showed an unrealistic portrayal of a woman that might make other women feel their bodies were inferior.
Some called for ads that encourage women to become thinner to be banned because they are sexist. MP Caroline Noakes has started a campaign to ban models appearing on fashion catwalks and clothing ads if they have a Body Mass Index of less than 18.
Protein World
Protein World
But … it could be worse, as these old ads show. Some of them are from major brands who doubtless cringe at what they did in the past.
Heinz, 1950: The ad begins, “Most husbands, nowadays, have stopped beating their wives…”
Heinz
Heinz
Van Heusen, 1951: “Show her it’s a man’s world.”
Chase & Sanborn, 1952: This ad makes light of domestic violence.
Chase & Sanborn Coffee
Chase & Sanborn Coffee
Advertisement
Schlitz, 1952: “Don’t worry darling, you didn’t burn the beer!”
Schlitz
Schlitz
Alcoa, 1953: Alcoa Aluminum’s bottle caps open “without a knife blade, a bottle opener, or even a husband”.
Alcoa Aluminum
Alcoa Aluminum
Pitney-Bowes, 1953: It’s so easy to use that even a woman with “no mechanical aptitude” can operate it.
Palmolive
Palmolive
Unilever, 1955: Guess who does all the dishes?
Lux
Lux
Budweiser, 1956: “Budweiser has delighted more husbands than any other brew ever known.”
Budweiser
Budweiser
Drummond, 1959: Woman are “a drag”.
Drummond
Drummond
Kenwood, 1961: “That’s what wives are for!”
Kenwood
Kenwood
Acme, 1963: The most important quality in coffee is how much it will please your man.
Acme Coffee
Acme Coffee
Brown & Williamson, 1967: “The best ones are thin and rich.”
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Del Boy telling two “sorts” that Rodney was a pro tennis player. “Do you prefer AstroTurf or grass” one asks? “Don’t know” says Rodney, “I’ve never smoked AstroTurf”.
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