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Its 6th period throwing down Sunday, April 7th, AMC's Mad guys has sporadically portrayed the glamour and excitement of airline travel and also the seemingly crazy and carefree everyday lives led by that era’s flight that is female. But, in accordance with a unique guide concerning the reputation for airline stewardesses, it absolutely was men – and some ladies – at Mad Men-like marketing agencies that created the image associated with the sexy stewardess within the beginning.
In " The Jet Sex – Airlines Stewardesses additionally the creating of an American symbol," journalist and historian Victoria Vantoch writes that when you look at the mid-1960s, agencies wanting to “sex up” the stuffy trustworthiness of very early air companies began by changing advertisements portraying feminine journey attendants as helpful, girl across the street kinds with images of “beguiling brand new stewardesses” promising coffee, tea and even more.
Baskas: Before marketing agencies got involved in the flight industry, exactly how had been stewardesses portrayed and promoted?
Vantoch: within the 1940s and 1950s, the stewardess had been popularly thought as being a paragon of virginity, domesticity and wholesomeness. Air companies cultivated the flight stewardess image very carefully. She had been the consummate homemaker: a professional at pampering men, serving casserole and seeking pretty.
Baskas: just just exactly How did the ‘in-flight’ image of stewardesses within the 1950s compare with their actual life experiences?
Vantoch: there was clearly a gulf that is huge 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. Stewardesses seemed to be these quintessential 1950s housewives, yet there have been simultaneously committed, separate job ladies who traveled not even close to home.”(más…)