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

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

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Its 6th period throwing down Sunday, April 7th, AMC’s Mad guys has periodically portrayed the glamour and excitement of airline travel in addition to 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 for the sexy stewardess within the beginning.

In ” The Jet Sex – Airlines Stewardesses and also the generating of an American symbol,” journalist and historian Victoria Vantoch writes that within the mid-1960s, agencies attempting to “sex up” the stuffy trustworthiness of very early air companies started by changing adverts portraying female journey attendants as helpful, girl across the street types with pictures of “beguiling brand brand new stewardesses” guaranteeing coffee, tea and a lot more.

Baskas: Before marketing agencies got associated with the flight industry, exactly just how had been stewardesses promoted and portrayed?

Vantoch: within the 1940s and 1950s, the stewardess ended up being popularly thought as a paragon of virginity, wholesomeness and domesticity.Continue reading