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Its 6th period throwing down Sunday, April 7th, AMC’s Mad Men has periodically portrayed the glamour and excitement of airline travel together with seemingly crazy and carefree life led by that era’s flight that is female. But, based on an innovative new guide in regards to the reputation for airline stewardesses, it had been men – and some ladies – at Mad Men-like marketing agencies that created the image associated with the sexy stewardess into the place that is first.
In » The sex that is jet Airlines Stewardesses and also the creating of an American symbol, » journalist and historian Victoria Vantoch writes that into the mid-1960s, agencies wanting to “sex up” the stuffy trustworthiness of very early air companies started by changing adverts portraying feminine journey attendants as helpful, girl across the street kinds with pictures of “beguiling new stewardesses” guaranteeing coffee, tea plus much more.
Baskas: Before marketing agencies got a part of the flight industry, exactly exactly how had been stewardesses promoted and portrayed?
Vantoch: when you look at the 1940s and 1950s, the stewardess had been popularly thought as a paragon of virginity, domesticity and wholesomeness. Airlines cultivated the flight stewardess image ukrainian dating very carefully. She had been the consummate homemaker: a specialist at pampering males, serving casserole and seeking pretty.
Baskas: exactly exactly How did the ‘in-flight’ image of stewardesses into the 1950s compare for their true to life experiences?
Vantoch: there is a huge gulf between sex ideals and real women’s life in mid-century America. The stewardess icon resolved that deep chasm between real life working women and the fantasy of the full-time happy housewife in a way. Continuer la lecture