in Vintage Ads

Sexist and Outrages Vintage Ads from the Past That Offended Women

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Advertisements have been around for centuries. During ancient Roman times, pantomime shows, animal hunts, and some products were advertised to attract the people. They are the archeological artifacts that give us a pretty good idea of our culture, interests, and priorities. They can also demonstrate the absolute worst excesses of any society as you can see in the following sexist ads from the 20th century. These vintage ads depict how women have been shamed and humiliated in the past for ridiculous reasons. Of course, some advertisements are still sexist but these early ads were more blatant, and some of them are downright offensive.

#1 Husbands admire wives who keep their stockings perfect.

Husbands admire wives who keep their stockings perfect.

In the 1930s, advertisers wanted women to worry about their “S.A.” or “Stocking Appeal.”

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#2 However, according to this ad, one’s chest-line can bulge too much.

However, according to this ad, one's chest-line can bulge too much.

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#3 Without the right deodorant, this Odo-ro-no ad admonishes, one’s physical appeal is rendered worthless.

Without the right deodorant, this Odo-ro-no ad admonishes, one’s physical appeal is rendered worthless.

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#4 An example from a series of 1930s Waldorf ads about bad toilet paper ruining family life.

An example from a series of 1930s Waldorf ads about bad toilet paper ruining family life.

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#5 In the 1930s, dancing was an important social activity, and shampoo companies wanted women to worry about yet another way they could smell bad.

In the 1930s, dancing was an important social activity, and shampoo companies wanted women to worry about yet another way they could smell bad.

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#6 Ads in 19th century magazines sold devices to reshape one’s face.

Ads in 19th century magazines sold devices to reshape one’s face.

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#7 Lysol disinfectant, which was sold as a douche in the ’30s, produced endless ads showing a man leaving his wife over unspeakable “feminine hygiene” problems.

Lysol disinfectant, which was sold as a douche in the ’30s, produced endless ads showing a man leaving his wife over unspeakable “feminine hygiene” problems.

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#8 When women got thin due to hunger during the Depression, the slender, straight flapper silhouette went out of style.

When women got thin due to hunger during the Depression, the slender, straight flapper silhouette went out of style.

Ironized yeast products promised “skinny” women “weight,” by which they meant larger hips and breasts.

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#9 Strangely enough, this 19th century device promised to shrink the bust.

Strangely enough, this 19th century device promised to shrink the bust.

Perhaps some breasts were considered too disproportionately large for the Victorians’ hourglass ideal?

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#10 In this ad, pretty Joan has no idea why she’s so unpopular.

In this ad, pretty Joan has no idea why she’s so unpopular.

At night, her undergarments gossip about her careless washing habits and the odor they’ve been emitting.

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#11 She’s a girl in a million! Pretty and smart. Dances divinely. Can even cook.

She’s a girl in a million! Pretty and smart. Dances divinely. Can even cook.

But she’s ruining her chances by having ‘gap-osis.’” That is, gaps where her skirt buttons.

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#12 According to Tangee in the 1930s, a woman’s lips could be too red, smeary, glaring, and painted for a man to kiss.

According to Tangee in the 1930s, a woman’s lips could be too red, smeary, glaring, and painted for a man to kiss.

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#13 The qualifications for Eastern Airlines stewardesses in the 1970s: “Sure, we want her to be pretty…

The qualifications for Eastern Airlines stewardesses in the 1970s: “Sure, we want her to be pretty…

That’s why we look at her face, her make-up, her complexion, her figure, her weight, her legs, her grooming, her nails, and her hair. But we don’t stop there.”

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#14 On the surface, this 1930s Lysol ad is about a woman’s vaginal odor.

On the surface, this 1930s Lysol ad is about a woman's vaginal odor.

But Lysol was also used as a contraceptive spermicide, which the "organic matter" line alludes to.

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#15 In this ad, Lysol turns a monster husband into a sweetheart.

In this ad, Lysol turns a monster husband into a sweetheart.

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#16 This Lysol ad neatly catalogs all the expectations of good wives in the 1930s.

This Lysol ad neatly catalogs all the expectations of good wives in the 1930s.

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#17 In Lysol ads, failures of “feminine hygiene” led to aloof husbands.

In Lysol ads, failures of "feminine hygiene" led to aloof husbands.

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#18 In addition to smelly lady parts, a woman also had to worry about her breath

In addition to smelly lady parts, a woman also had to worry about her breath

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#19 Apparently, some completely lovely ladies just didn’t know how to wash properly.

Apparently, some completely lovely ladies just didn't know how to wash properly.

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#20 If you didn’t use the right soap or deodorant, ads warned, your girlfriends would gossip about you behind your back.

If you didn't use the right soap or deodorant, ads warned, your girlfriends would gossip about you behind your back.

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#21 Early Midol ads encouraged women to get things done on their periods.

Early Midol ads encouraged women to get things done on their periods.

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#22 It was also emphasized that women on their periods should not make men suffer.

It was also emphasized that women on their periods should not make men suffer.

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#23 In this ad, a woman has to stay pretty and youthful to impress her husband’s boss.

In this ad, a woman has to stay pretty and youthful to impress her husband's boss.

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#24 According to this 1930s ad, all it takes is one zit to destroy a blossoming romance.

According to this 1930s ad, all it takes is one zit to destroy a blossoming romance.

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#25 Given the pressures, you might understand why this woman with acne wants to hide.

Given the pressures, you might understand why this woman with acne wants to hide.

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#26 Love, Romance, Popularity—all are attracted by feminine charm. And the outstanding charm of beautiful womanhood is a full, shapely bust.”

Love, Romance, Popularity—all are attracted by feminine charm. And the outstanding charm of beautiful womanhood is a full, shapely bust.”

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#27 Whether it was stylish to be busty or flat-chested, one constant in the 20th century was the desire to hide and control the belly

Whether it was stylish to be busty or flat-chested, one constant in the 20th century was the desire to hide and control the belly

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#28 Even in the ’70s, ads offered ways to change the body into a more ideal shape.

Even in the '70s, ads offered ways to change the body into a more ideal shape.

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#29 According to this ad, constipation isn’t just uncomfortable for the woman, it also kills her personality, and hence, her dating life.

According to this ad, constipation isn't just uncomfortable for the woman, it also kills her personality, and hence, her dating life.

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#30 “Dishpan hands,” apparently, were such a serious matter that they could drive a woman to tears.

"Dishpan hands," apparently, were such a serious matter that they could drive a woman to tears.

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#31 And, according to these ads, “dishpan hands” were traumatic to husbands—who, of course, never had to wash a dish.

And, according to these ads, "dishpan hands" were traumatic to husbands—who, of course, never had to wash a dish.

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#32 Somehow, this woman of 20 could lose her husband over her supposed “middle-age skin.

Somehow, this woman of 20 could lose her husband over her supposed "middle-age skin.

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#33 And if your husband encounters a younger-looking woman, forget it

And if your husband encounters a younger-looking woman, forget it

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#34 Looking old was also a liability for a woman in the workforce.

Looking old was also a liability for a woman in the workforce.

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#40 In 1930s ads, “dishpan hands” threatened marriages.

In 1930s ads, “dishpan hands” threatened marriages.

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Written by Orla Morris

Full-time dress and costume designer, Half Persian half Italian. I still don’t know how to write, but i'm writing and you are reading :)

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9 Comments

  4. There are so many contradictions in marketing. I doubt that most women of the day were offended by these ads just because we are now. At the very least, they were unaware of them. It stands to reason that ad companies will make money by playing into whatever trend is most famous–see Dove for an example

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