26 sexist ads that companies wish we’d forget they ever made

An ad for Protein World — a diet supplement — caused more debate in Britain than any other ad this year.

It was the subject of hundreds of complaints to the UK’s advertising watchdog regulator, mostly from people who believed it showed an unrealistic portrayal of a woman that might make other women feel their bodies were inferior.

Some called for ads that encourage women to become thinner to be banned, because they are sexist. MP Caroline Noakes has started a campaign to ban models appearing on fashion catwalks and clothing ads if they have a Body Mass Index of less than 18.

But it could be worse, as these old ads show. Some of them are from major brands who doubtless cringe at what they did in the past.

Slide 1 of 24

© Business Insider/Protein World

Slide 2 of 24

SCHLITZ, 1952: «DON’T WORRY DARLING, YOU DIDN’T BURN THE BEER!»

Slide 3 of 24

CHASE & SANBORN, 1952: THIS AD MAKES LIGHT OF DOMESTIC VIOLENCE

Slide 4 of 24

ALCOA, 1953: ALCOA ALUMINUM’S BOTTLE CAPS OPEN «WITHOUT A KNIFE BLADE, A BOTTLE OPENER, OR EVEN A HUSBAND

Slide 5 of 24

PITNEY-BOWES, 1953: IT’S SO EASY TO USE THAT EVEN A WOMAN WITH «NO MECHANICAL APTITUDE» CAN OPERATE IT

Slide 6 of 24

UNILEVER, 1955: GUESS WHO DOES ALL THE DISHES?

Slide 7 of 24

BUDWEISER, 1956: «BUDWEISER HAS DELIGHTED MORE HUSBANDS THAN ANY OTHER BREW EVER KNOWN»

Slide 8 of 24

DRUMMOND, 1959: WOMAN ARE «A DRAG.»

Slide 9 of 24

KENWOOD, 1961: «THAT’S WHAT WIVES ARE FOR!»

Slide 10 of 24

ACME, 1963: THE MOST IMPORTANT QUALITY IN COFFEE IS HOW MUCH IT WILL PLEASE YOUR MAN.

Slide 11 of 24

NESBIT’S, 1964: «ARE YOU WOMAN ENOUGH TO BUY A MAN’S MUSTARD?»

Slide 12 of 24

VW, 1964: “WOMEN ARE SOFT AND GENTLE, BUT THEY HIT THINGS … SHE CAN JAB THE HOOD. GRAZE THE DOOR. OR BUMP THE BUMPER …

Slide 13 of 24

DORMEYER, 1966: WIVES ARE DESPERATE FOR HOME APPLIANCES AND WILL CRY TO GET THEM.

Slide 14 of 24

BROWN & WILLIAMSON, 1967: «THE BEST ONES ARE THIN AND RICH.»

Slide 15 of 24

1968: AMERICAN AIRLINES WANTS YOU TO THINK OF ITS ATTRACTIVE FLIGHT ATTENDANTS AS YOUR MOTHER.

Slide 16 of 24

PROCTER & GAMBLE, 1968: THE MOON ISN’T GOING TO CLEAN ITSELF.

Slide 17 of 24

MURIEL, 1969: TIPALET WANTS YOU TO KNOW THAT CIGARETTES ARE MADE FOR MEN, BUT INSTANTLY ATTRACTIVE TO WOMEN.

Slide 18 of 24

1969-1970: JELL-O DOESN’T THINK A WOMAN CAN UNDERSTAND OFFICE HIERARCHIES.

Slide 19 of 24

1970: DATACOMP HAS A COMPUTER ANYONE CAN USE … EVEN WOMEN!

Slide 20 of 24

GENERAL MILLS, 1970: «KEEP UP WITH THE HOUSE … «

Slide 21 of 24

DACRON, 1970: «IT’S NICE TO HAVE A GIRL AROUND THE HOUSE.»

Slide 22 of 24

MINI, 1971: THE CAPTION BELOW THE AD READS, «IT MAKES DRIVING AS EFFORTLESS AS SLEEPING. SLEEPING, LUV … «

Slide 23 of 24

BROWN, 1973: «IT’S A WIFESAVER!»

Slide 24 of 24

1974: WEYENBERG SHOES THINKS WOMEN BELONG AT MEN’S FEET.

 

Via