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8/10/2019 century of women in adv.docx
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OST INFLUENTIAL WOMEN IN ADVERTISING
A Century of Women
in AdvertisingFrom 'I Wish I Were a Man' Cigarette Ads to 'MyButt is Big and That's Just Fine'
1912
Nebo cigarettes: "Hear her sigh: 'I wish I were a man'"One hundred years ago, in 1912, the suffrage movement was gaining steam. Although the
19th amendment, guaranteeing a women's right to vote, would not pass until eight yearslater, marketers were using the debate to their advantage. Consider this ad for Nebo
cigarettes. "The words are directed to a man who may be offended by the 'sass' of a
Suffragette, but they also appeal to Suffragettes and other strong women -- like flappersand spinsters -- as well," says the Stanford School of Medicinein this analysis.
1923
Listerine: "Always a bridesmaid, but never a bride."We have Listerine and ad agency Lambert & Feasley to thank -- or blame -- for this
phrase, which was popularized by the mouthwash marketer in 1923. The campaign's star
was "Edna," who a print ad said "was like every woman, her primary ambition was tomarry." But "as her birthdays crept gradually toward that tragic thirty mark, marriage
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seemed farther from her life than ever." Apparently her problem was halitosis nothing
a little mouthwash couldn't fix.
1925 Lucky Strike: "Reach for a Lucky"Although plenty of women smoked in the 1920s, it still carried a bit of a stigma.
Legendary adman Albert Lasker helped shatter that with this campaign, which positioned
the brand as a weight-loss tool with the tagline "reach for a Lucky instead of a sweet."
His epiphany came at a Chicago restaurant in 1925, when the waiter asked a woman to
put out her smoke, according to the book "The Cigarette Century." He sought to makeLucky the brand for women, even associating the smokes with Amelia Earhart in one
ad,according to the book.
1936
Woodbury soap: "Filtered Sunshine"In 1936, four decades before Brooke Shields asked us what comes between her and herCalvins, came this campaign for Woodbury soap. As legend has it, this is one of the first
ads featuring a naked woman.
1942 Office of War Information and War Manpower Commission: "We can do it."Who can forget Rosie the Riveter, the classic icon backing the campaign to recruit
women to the workforce during World War II? The ads by J. Walter Thompson"made a
tremendous change in the relationship between women and the workplace. Employment
outside of the home became socially acceptable and even desirable,"says the Ad Council.
1948
Lysol: "Why does she spend the evenings alone?"
http://books.google.com/books?id=yybaN6j4IpEC&pg=PA71&lpg=PA71&dq=1925+lucky+strike+reach+for+a+lucky&source=bl&ots=KUUtFEEHi5&sig=x3AvnjvNurgwHZfvHRLmA85Rw2o&hl=en&sa=X&ei=es4aUKrvC-nbyAHcqYD4Cg&ved=0CFAQ6AEwBzgU#v=onepage&q=1925%20lucky%20strike%20reach%20for%20a%20lucky&f=falsehttp://books.google.com/books?id=yybaN6j4IpEC&pg=PA71&lpg=PA71&dq=1925+lucky+strike+reach+for+a+lucky&source=bl&ots=KUUtFEEHi5&sig=x3AvnjvNurgwHZfvHRLmA85Rw2o&hl=en&sa=X&ei=es4aUKrvC-nbyAHcqYD4Cg&ved=0CFAQ6AEwBzgU#v=onepage&q=1925%20lucky%20strike%20reach%20for%20a%20lucky&f=falsehttp://books.google.com/books?id=yybaN6j4IpEC&pg=PA71&lpg=PA71&dq=1925+lucky+strike+reach+for+a+lucky&source=bl&ots=KUUtFEEHi5&sig=x3AvnjvNurgwHZfvHRLmA85Rw2o&hl=en&sa=X&ei=es4aUKrvC-nbyAHcqYD4Cg&ved=0CFAQ6AEwBzgU#v=onepage&q=1925%20lucky%20strike%20reach%20for%20a%20lucky&f=falsehttp://www.adcouncil.org/Our-Work/The-Classics/Women-in-War-Jobshttp://www.adcouncil.org/Our-Work/The-Classics/Women-in-War-Jobshttp://www.adcouncil.org/Our-Work/The-Classics/Women-in-War-Jobshttp://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1948.jpg')http://www.adcouncil.org/Our-Work/The-Classics/Women-in-War-Jobshttp://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://popimagefull%28%27http//adage.com/images/bin/image/wia1936.jpg')http://books.google.com/books?id=yybaN6j4IpEC&pg=PA71&lpg=PA71&dq=1925+lucky+strike+reach+for+a+lucky&source=bl&ots=KUUtFEEHi5&sig=x3AvnjvNurgwHZfvHRLmA85Rw2o&hl=en&sa=X&ei=es4aUKrvC-nbyAHcqYD4Cg&ved=0CFAQ6AEwBzgU#v=onepage&q=1925%20lucky%20strike%20reach%20for%20a%20lucky&f=false8/10/2019 century of women in adv.docx
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"Why does she spend the evenings alone?" Lysol asked in a 1948 print ad for a feminine
hygiene product it sold at the time. Billed as "a love quiz for married folks only," the ad
portrays a women who "keeps her home immaculate," "looks as pretty as she can" and
"really loves her husband." But she lost "the precious air of romance" because she
apparently was using the wrong douching product.
1955
Miss Clairol: "Does sheor doesn't she."In 1955, Life magazine rejectedthis campaign for Clairolby Foote, Cone & Belding
because it was seen as suggestive of , um, something that has nothing to do with hair
coloring. But FC&B VP Shirley Polykoff kept pushing, and Life eventually relented after
some research. "They couldn't find one woman who admitted to getting a double meaning
from the words," Ms. Polykoff recalled at an ad industry event in 1964, according to an
account by Ad Age . "This so knocked Life's all-male panel for a loop that the advertising
was accepted."
1968
Virginia Slims: "You've come a long way, baby."
In 1968, here's how adland measured female progress: "You've got your own cigarettenow baby, you've come a long, long way." So saidthe jingle created by Leo Burnettfor
Phillip Morris' newly launched Virginia Slims, whose thinner sticks targeted women. The
name "Virginia" was chosen to convey "moonlight, romantic breezes and rolling hills,"
Ad Age reported at the time. Of course, Philip Morris' marketing director's wife was also
named Virginia. The brand grew market share for a couple of decades, but by 1990 the
campaign's allusion to the women's movement lost steam, partly because female smokersviewed it as ''something that happened in the 60s," according tothis academic study of
the campaign.
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1971
National Airlines: "Fly Me"Sexist ads persisted by the 1970s, especially in the skies, where airlines portrayed flight
attendants as little more than flirtatious sex objects. "We really move our tail for you,"
was the tagline of aContinental Airlines campaign,while National Airlines debuted"Fly
Me"in 1971, featuring Cheryl, Maggie and other stewardesses. That was followed upwith "I'm going to fly you like you've never been flown before." Airline execs defended
the ads in the face of protests from women's groups. In 1974, Ad Age quoted a National
spokesman saying, "'Fly me' obviously refers to the planes, which we named according tocomputerized lists of most common girls' names." Yeah, right.
1972
AT&T: "The phone company wants more installers like Alana MacFarlane.""The Lady of the House is Dead," declared a two-page ad in Ad Age in 1970 by The
Cadwell Davis Co., as the women-led agency pledged to "rebel against moronic, insultingadvertising." The industry responded to such objections with "counter-stereotype ads
designed to suggest that the company in question agreed with at least some of the socialaims of the women's movement," according tothis University of North Texas researchpaper.Consider this ad from AT&T in 1972 showcasing Alana MacFarlane, one of the
company's first female phone installers.
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1975
Glamour: "Young women buy it to buy from it."With the feminist movement firmly rooted, the United Nations declared 1975
"International Women's Year" and convened the first World Conference on Women in
Mexico City. Glamour magazine referenced the event in this ad in Ad Age that gives a
great head-to-toe glimpse of women's style trends at the time. Overalls were in, as werewoman self-help books, espadrille shoes, head wraps and "short-cut sewing accessories."
1978
Enjoli: "The 8-hour fragrance for the 24-hour woman."By the late 1970s, advertising entered the era of the so-called "superwoman," a career-
minded female who does it all. Here isone of the most iconic campaigns of the era,forthe perfume Enjoli by Charles of the Ritz. Launched in 1978, the ads told us that "she can
bring home the bacon, and fry it up in a pan."
1980
Calvin Klein Jeans: "You want to know what comes between me and my Calvins?"
Although the designer jeans craze started in 1978 with Jordache's "You've got the look"
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campaign, it took off in 1980 when Calvin Klein paired with a young Brooke Shields,
who famously asked: "You want to know what comes between me and my Calvins?" The
answer, of course, was "nothing." Thethen-controversial spotbegan a string of polarizing
ads by the marketer, including a mid-90s campaign that featured models so young it was
derided as "kiddie porn," even prompting an investigation by the U.S. JusticeDepartment.
1984
Apple: "1984"Apple's "1984,"one of the most acclaimed ads of all time, starred a woman. The athlete
who shatters Big Brother is Anya Major, who was reportedly picked because she had
experience throwing a discus, making her capable of hurling the sledgehammer. TBWA's
Lee Clow "always wanted a woman in that role from the very beginning of the concept,"
recalled Steve Hayden, who helped create the ad, in a recent email to Ad Age . "He
thought she would serve as a maximum contrast to the oppressive surroundings.
Originally, though, he had her flinging a baseball bat at the screen. [Director RidleyScott] suggested the hammer as a much more symbolic and universal symbol." The ad
came as women's rights criticized the computer industry for ignoring women's roles in
purchasing decisions, Ad Age reported in 1985.
1990
Sprint: Candice BergenSometimes, timing is everything. Like in 1990, when Sprint tapped actress Candice
Bergen to be the face of itslong-distance-calling campaign.Ms. Bergen proved to be the
perfect choice, hitting the air just as the hit show "Murphy Brown" hit its stride. The
character, of course, went on to generate headlines as a symbol for single motherhood,
drawing the ire of conservative critics such as Dan Quayle. "We were very fortunate in
signing Candice when we did -- the timing was good," Sprint VP-Marketing and
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Advertising George Rodriguez told Ad Age in 1993.
1992
Calvin Klein: Kate MossIn 1992, model Kate Moss made her debut for Calvin Klein at age 18, barely weighing
anything as she posed provocatively with Mark Wahlberg, then known as Marky Mark.
"The androgynously styled advertisement had women everywhere shopping for boy
briefs, turned Mark into a sex symbol and vaulted Kate's career," is how theThe
Fashionist blog describes it.Known for her "heroin chic" and "waif look," Ms. Moss
emerged as a hot -- but controversial -- choice for marketers ranging from Burberry to
Chanel, commanding an annual price tag of $9 million a year by 2005, according to an
Ad Age account that year. But that same year, marketers such as H&M were forced to
distance themselves from the supermodel when she appeared on the front page of
Britain's Daily Mirror allegedly snorting cocaine.
1995
Nike : "If You Let Me Play"Nike in 1995 became one of the first marketers to celebrate women in sports withthis
effort by Wieden & Kennedy.The commercial featured young girls talking about the
benefits of activity extending far beyond wins and losses. For example: If you let me
play, "I will be more likely to leave a man who beats me," or "I will be 60% less likely toget breast cancer." The ad drew widespread attention, particularly with older women and
moms who never had the chance to compete on the field, according to aMarquette
University research paper.
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1997
Cadillac Catera: "The Caddy that zigs"When General Motors couldn't lure Barry White to star in a Super Bowl ad for the
Cadillac Catera, it signed up Cindy Crawford, dressed her in a miniskirt and leather boots
and had her portray a bored princess whose life is brightened when the car's animated
duck mascot hands over the keys to a Catera. The rush-job backfired when female execsat GM grew concerned the spot might offend the car's core target : educated and
sophisticated women.The spot, by D'Arcy Masius Benton & Bowles,was pulled less
than a month later.
2004
Dove: "The Campaign for Real Beauty"Launched in 2004 by WPP's Ogilvy & Mather,this effort achieved critical acclaimfor its
portrayal of women just as they are, rather than the superficial, unattainable version of
females that had filled magazine and TV ads for beauty products. In 2006, the Unileverbrand added "Evolution" to the campaign, a time-lapse web video showing a woman
transformed into a billboard model through artificial means such as make-up, Photoshoptouches and the like. The kicker: "No wonder our perception of beauty is distorted." Itwent viral, to date amassing some 15 million YouTube views.
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2005
Nike : "My butt is big and that 's just fine."Following Dove's much-praised Real Beauty campaign camea 2005 effort from Nike that
celebrated women's big butts, thunder thighs and tomboy knees. While Glamour VP-
Publisher William Wackerman, whose magazine ran the ads, called the campaign
"brilliant," others criticized it. Feminist Gloria Steinman told Ad Age that while it was a"step forward," she questioned "whether Nike would do an ad about a man talking about
his butt."
2011
Dr Pepper 10: "Not for Women"Smart or sexist? Dr Pepper in 2011 tried to lure men to a new mid-calorie sodaby gettingright to the point,declaring simply that the soda is "Not for Women." Dave Fleming,
director-marketing at Dr Pepper, told Ad Age the brand was not out to alienate women.
"Did we have a conversation about how far we wanted to go with this message?Absolutely," he said. "But we did the research, and it scored well with men and women."
Still,some critics were not impressed.
2012
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Teleflora: "Give and Receive"As much as female ads have changed, so much has remained the same. While theflirtatious flight attendants were grounded years ago and the stereotypical housewife ads
have been put out with the trash, women, in many cases, are still portrayed simply as sexobjects. Consider this2012 Super Bowl spot from Teleflora starring Adriana Lima,whoessentially says that men who give flowers will always get laid. That message, as Ad Age
put it in February, is about as "subtle as a bag of hammers" and makes the provocative
GoDaddy spots "look down-right progressive."
In this article:
http://adage.com/article/special-report-100-most-influential-women-in-advertising/a-century-
women-advertising/237137/
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