The way the genuine ‘Mad Men’ invented the sex-kitten stewardess

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 Men has periodically portrayed the glamour and excitement of airline travel as well as the apparently crazy and carefree life led by that era’s feminine flight attendants. But, based on an innovative new guide in regards to the reputation for flight stewardesses, it absolutely was men – and some ladies – at Mad Men-like marketing agencies that created the image associated with sexy stewardess within the place that is first.

In ” The sex that is jet Airlines Stewardesses additionally the generating of an American symbol,” journalist and historian Victoria Vantoch writes that within the mid-1960s, agencies wanting to “sex up” the stuffy trustworthiness of very very early air companies began by changing ads portraying feminine journey attendants as helpful, girl across the street kinds with pictures of “beguiling brand brand new stewardesses” guaranteeing coffee, tea and more.

Baskas: Before marketing agencies got involved in the flight industry, exactly exactly how had been stewardesses promoted and portrayed?

Vantoch: when you look at the 1940s and 1950s, the stewardess had been popularly thought as ukrainian women for marriage being a paragon of virginity, domesticity and wholesomeness. Airlines cultivated the flight stewardess image very very carefully. She had been the consummate homemaker: a professional at pampering guys, serving casserole and seeking pretty.

Baskas: exactly How did the ‘in-flight’ image of stewardesses when you look at the 1950s compare with their real world experiences?

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Vantoch: there is a huge gulf between 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. Continue reading The way the genuine ‘Mad Men’ invented the sex-kitten stewardess