The way the genuine ‘Mad Men’ invented the stewardess that is sex-kitten
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Its 6th period throwing down Sunday, April 7th, AMC’s Mad guys has occasionally portrayed the glamour and excitement of airline travel additionally the apparently crazy and carefree life led by that era’s feminine flight attendants. But, in accordance with a brand new guide in regards to the reputation for flight stewardesses, it had been men – and some ladies – at Mad Men-like marketing agencies that created the image regarding the sexy stewardess within the beginning.
In ” The Jet Sex – Airlines Stewardesses additionally the generating of an American symbol,” journalist and http://rose-brides.com historian Victoria Vantoch writes that within the mid-1960s, agencies wanting to “sex up” the stuffy standing of very very early airlines started by changing adverts portraying feminine trip attendants as helpful, girl across the street kinds with pictures of “beguiling brand brand brand new stewardesses” guaranteeing coffee, tea and many other things.
Baskas: Before marketing agencies got associated with the flight industry, exactly just 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, wholesomeness and domesticity. Air companies cultivated the airline stewardess image very very carefully. She had been the consummate homemaker: a specialist at pampering males, serving casserole and seeking pretty.
Baskas: just exactly How did the ‘in-flight’ image of stewardesses into the 1950s compare for their true to life experiences?
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Vantoch: there was clearly a gulf that is huge sex ideals and real women’s everyday lives 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. Stewardesses looked like these quintessential 1950s housewives, yet there have been simultaneously committed, separate job ladies who traveled definately not home.”