In a recent comment about Jello ads, David Apatoff wrote:
Advertising appeals to women through values like family, home, frailty and beauty. Not that these need to be values associated with women, (or with men) but advertising is one of the most effective venues for creating femininity and masculinity. In short, advertising works to sell product, but more important, it works to sell culturally shaped masculinity and femininity. And until we learn how to read advertising critically, we are all suceptible to it. Even then, it's hard to resist.
Frigidaire 1925. Showing off the new fridge. Notice how little food is actually in it. This looks more like the inside of my fridge. My children often accuse me of only having condiments, which isn't exactly true, but they'd be happy if I'd always stock up on puddings, ice cream and cake. Real foods like vegetables, fruit and yoghurt don't count.
frigidaire 1940. Why would you put canned food in the fridge? Isn't the point of canning that it doesn't need refrigeration? After it's open, don't you put it in another container that has a lid? I guess it doesn't matter to the folks who live in ad land, since they put slabs of unwrapped meat right on the fridge shelf.
GE 1948. Even more food, including the ham, a whole turkey, puddings, fruit, frozen foods, milk in cartons.What is is about the hams that seem to be in every fridge? They must be fun to draw, or they are thought to be very recognizable. I suppose they didn't consider the market segment that kept kosher.
Frigidaire 1933. This is one of the very few fridge ads I've seen featuring a man, but notice that he's not going to prepare a meal, he's just grabbing a few beers. That's better than yelling, "Hey hon, get me a brew" but still...