“If your husband ever finds out”
When most people think of the 1950’s, they think of a more innocent time, a time that resembles a television show much like Happy Days or Father Knows Best. But there was also an undercurrent of object sexism that lay just beneath that surface of an otherwise innocent era. This sexism is evident in much of the advertising of the time. Although it does appear somewhat tongue in check, it is sexism none the less. In the ad for Chase and Sanborn coffee this sexism is on full display. There is no subtlety in the text which claims that a wife should take care of her husband and should ensure that he has only the best at home and to do that a wife should buy Chase and Sanborn Coffee. The ad uses pathos and …show more content…
Without looking further, one can easily see how this ad is playing on the pathos of the day. It was a time when the husband was the breadwinners and the women were the submissive homemakers who were treated as children should they “misbehave”. The ad plays into those roles by showing the women being subservient to the man as she lay across his lap to receive her just reward for purchasing stale coffee. It is in this context that one can imagine the ad being made to appeal to men. After all what man from the 1950’s didn’t want to be the king of his castle? There is an interplay among the gender roles that one would not see in an ad today but it worked well for that era. Speaking to the wives the ad states, “woe be unto you” before offering them a solution to the difficult task of purchasing coffee. It is in this context that one can see where the ad could appeal to housewives as well as men. What happy housewife didn’t want to please her man in this era? It would seem that ladies actually the ones going into the store and “store testing” the coffee for their men. This is where the ethos of the article comes into play for those shopping housewives’ eager to please their …show more content…
They are by far the best coffee in the store by way of their freshness. They explain why in the fine print in the article and it all has to do with their can. There is a small picture of hands gripping a can with the thumbs pushing inward on the top with the words “just do this” below it. This is what they refer to as “store testing”. They further illustrate that they are superior by stating “no other even lets you test”. They then close by explaining “here’s the payoff” meaning of course that by purchasing Chase and Sanborn you are purchasing the freshest coffee in the store. How does one know it’s the freshest? Because one could test it right there in the
When most people think of the 1950’s, they think of a more innocent time, a time that resembles a television show much like Happy Days or Father Knows Best. But there was also an undercurrent of object sexism that lay just beneath that surface of an otherwise innocent era. This sexism is evident in much of the advertising of the time. Although it does appear somewhat tongue in check, it is sexism none the less. In the ad for Chase and Sanborn coffee this sexism is on full display. There is no subtlety in the text which claims that a wife should take care of her husband and should ensure that he has only the best at home and to do that a wife should buy Chase and Sanborn Coffee. The ad uses pathos and …show more content…
Without looking further, one can easily see how this ad is playing on the pathos of the day. It was a time when the husband was the breadwinners and the women were the submissive homemakers who were treated as children should they “misbehave”. The ad plays into those roles by showing the women being subservient to the man as she lay across his lap to receive her just reward for purchasing stale coffee. It is in this context that one can imagine the ad being made to appeal to men. After all what man from the 1950’s didn’t want to be the king of his castle? There is an interplay among the gender roles that one would not see in an ad today but it worked well for that era. Speaking to the wives the ad states, “woe be unto you” before offering them a solution to the difficult task of purchasing coffee. It is in this context that one can see where the ad could appeal to housewives as well as men. What happy housewife didn’t want to please her man in this era? It would seem that ladies actually the ones going into the store and “store testing” the coffee for their men. This is where the ethos of the article comes into play for those shopping housewives’ eager to please their …show more content…
They are by far the best coffee in the store by way of their freshness. They explain why in the fine print in the article and it all has to do with their can. There is a small picture of hands gripping a can with the thumbs pushing inward on the top with the words “just do this” below it. This is what they refer to as “store testing”. They further illustrate that they are superior by stating “no other even lets you test”. They then close by explaining “here’s the payoff” meaning of course that by purchasing Chase and Sanborn you are purchasing the freshest coffee in the store. How does one know it’s the freshest? Because one could test it right there in the