REFRIGERATORS PART 2

In a recent comment about Jello ads,  David Apatoff wrote:

It's funny... this week on Leif Peng's Today's Inspriation blog he showed illustrations for U.S. Steel which used a highly attractive spokeswoman standing around construction sites talking about all of the important applications for steel. She obviously had no connection whatsoever to the product, and everyone had a big laugh about what dopes men are, and how easy they are to manipulate.

Now I am looking at your ads for Jello and I see wedding gowns and handsome husbands, which again have no connection whatsoever to the product. I would hate to think that women are as easy to manipulate as men...

First of all, you should all check out David's blog, Illustration Art, and Leif's blog. Today's Inspriation.  I read them both daily and highly recommend them. But on to an answer, as relevent here about refrigerators as it is about Jello.

Of course women are as easy to manipulate as men. Otherwise advertising wouldn't work. Because what they are really selling isn't product, but values. Advertisers sell products by selling values. For men, the value is masculinity: the appeal to masculinity is through heteronormative sex, i.e. pretty girls, or other forms of masculinized behaviour, such as beer drinking, or driving cars. Or supporting a family, being a protector, provider etc.

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.

 
Gurney, 1925. Still not much food in the fridge. Enough, but not crammed.

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.

 Another stuffed fridge. Meats, puddings, cake, milk, frozen food, salads. The milk is still in glass bottles.

Norge 1946. An abundance of unwrapped food, including what looks like a ham and a roast.

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.

international harvester 1954. "Femineered" I love that. She gets to decorate the outside.

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...