Chapter 1: The Dark Side of Advertising

The advertising industry has a complex and often troubling history. While I was fortunate to witness remarkable creativity during my time at ad agencies, the industry frequently flirts with controversy. This risky approach can attract attention, but it often leads to backlash and lost contracts. The history of advertising is filled with examples that would likely lead to immediate termination today.

Advertising is designed to resonate with consumers, tapping into their aspirations and fears. It serves as a mirror reflecting the values of its time. For instance, the 1950s epitomized an era of rampant sexism in America, a phenomenon that had deep-rooted causes.

Chapter 1.1: The Baby Boom and Gender Norms

The baby boom was in full swing, and the same collective spirit that unified the nation during WWII fostered rigid family structures and gender roles. While I could provide countless examples of this, I’ll focus on a few notable instances.

Tobacco advertising is a prime example of how offensive messaging permeated print media. Each advertisement seemed to outdo the last in its insensitivity:

One particularly egregious ad proclaimed, “Blow in her face and she’ll follow you anywhere,” underscoring the problematic use of sexual innuendo in these campaigns. Often, there was no valid reason to demean women, yet these ads did just that.

These examples were not isolated incidents. They were widespread representations of societal attitudes.

Section 1.2: The Evolving Landscape of Advertising

As we delve deeper into the world of advertising, we find that the portrayal of women was often both demeaning and reductive.

It’s astonishing to consider that educated teams of advertisers thought such messaging would be well-received. The cultural climate of the time conditioned our mothers and grandmothers to endure such portrayals.

Chapter 2: A Reflection on Cultural Norms

The portrayal of women in these advertisements was not just sexist; it also implied that men were shallow, valuing appearances above all else. The vintage ads we examine today reflect a disturbing legacy of gender and racial stereotypes.

The first video, The Most Offensive Advertisements Ever Made, provides an in-depth exploration of these troubling trends in advertising.

As we slide back further into history, we uncover ads that are even more shocking:

This advertisement exemplifies the “White Man’s Burden” mentality, a reflection of the era’s racial attitudes. Soap advertisements often promoted the idea that cleanliness was synonymous with whiteness, perpetuating harmful stereotypes.

The second video, The 10 Banned/Controversial Fast Food Commercials, further examines the evolution of advertising and its impact on societal norms.

The takeaway from this examination is crucial. While political correctness can sometimes feel excessive, the evolution of advertising serves as a reminder of how far we’ve come—and how far we still need to go.

We must remain vigilant and open-minded, acknowledging that what we deem acceptable today may be viewed very differently in the future. As Leo Tolstoy wisely stated, “Everyone thinks of changing the world, but no one thinks of changing himself.” This iterative process of change requires humility and a willingness to adapt.