The way the genuine ‘Mad Men’ invented the sex-kitten stewardess
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Its 6th period throwing down Sunday, April 7th, AMC’s Mad guys has periodically portrayed the glamour and excitement of airline travel as well as the apparently crazy and carefree everyday lives led by that era’s flight that is female. But, in accordance with a fresh guide concerning the reputation for airline stewardesses, it absolutely was men – and some ladies – at Mad Men-like marketing agencies that created the image associated with sexy stewardess when you look at the place that is first.
In ” The sex that is jet Airlines Stewardesses additionally the creating of an American symbol,” journalist and historian Victoria Vantoch writes that into the mid-1960s, agencies wanting to “sex up” the stuffy standing of very early air companies started by changing advertisements portraying feminine journey attendants as helpful, girl across the street types with pictures of “beguiling new stewardesses” guaranteeing coffee, tea and even more.
Baskas: Before marketing agencies got a part of the flight industry, just how had been stewardesses promoted and portrayed?
Vantoch: when you look at the 1940s and 1950s, the stewardess ended up being popularly thought as being a paragon of virginity, wholesomeness and domesticity. Air companies cultivated the flight stewardess image very very carefully. She had been the consummate homemaker: a specialist at pampering males, serving casserole and seeking pretty.
Baskas: exactly just How did the ‘in-flight’ image of stewardesses into the 1950s compare to their actual life experiences? Continue reading “The way the genuine ‘Mad Men’ invented the sex-kitten stewardess”