Almost subliminal

"Sleeping women of the free world, Uncle Sam needs your help". Or so it can be inferred from this clever piece -almost war propaganda- from an underwear manufacturer.

Even nighties can be patriotic -this ad is pointing out the benefit of a good sleep for improving efficiency in war work. And what better underwear for sleeping well? You guessed it.

The "Fighting Trims" - did nobody come up with a better name for this? Ouch.

"Keep in trim", 1943
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Give her the best

Think of June and a June bride says this ad. Well, you'd never buy something like this for a bride in the 21st century, would you?

"And you give her the best", 1947
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"For the Great Day, think of a Hoover" What a thought. Of course, in the 1940's an electric floor cleaner was a most elegant and prized possesion.

Fabulous. Just think of the other poor brides that still have to clean the floor on all fours.

Forgiving women

Old advertisements are an incredible tool for understanding the cultural norms and rules accepted by society.

Back in 1946, you could get away with an ad, in a nation-wide magazine, with the tagline:

"Forgive Her, she's only a woman."

The rest of the ad is just as "balanced" -women are portrayed as finicky fumbling creatures that can't be trusted.

From our perspective, it seems like the world before the sixties was not as fun or attractive. Sanforised or not.

"Forgive her", 1946
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