How a real ‘Mad Men’ invented the stewardess that is sex-kitten

How a real ‘Mad Men’ invented the stewardess that is sex-kitten

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Its 6th season throwing down Sunday, April 7th, AMC’s Mad guys has periodically portrayed the glamour and excitement of flights in addition to apparently crazy and carefree life led by that era’s feminine flight attendants. But, relating to a fresh guide in regards to the reputation for flight stewardesses, it absolutely was men – and some ladies ukrainian dating – at Mad Men-like marketing agencies that created the image associated with sexy stewardess when you look at the first place.

In ” The Jet Sex – Airlines Stewardesses additionally the creating of an American symbol,” journalist and historian Victoria Vantoch writes that into the mid-1960s, agencies wanting to “sex up” the stuffy trustworthiness of very early air companies started by changing ads portraying feminine trip attendants as helpful, girl across the street types with pictures of “beguiling brand brand new stewardesses” promising coffee, tea plus much more.

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

Vantoch: into the 1940s and 1950s, the stewardess ended up being popularly thought being a paragon of virginity, wholesomeness and domesticity. Air companies cultivated the flight stewardess image very very very carefully. She was the consummate homemaker: a specialist at pampering guys, serving casserole and seeking pretty.

Baskas: exactly just exactly How did the ‘in-flight’ image of stewardesses into 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 life in mid-century America. […]