| 词条 | 1953 Alcoa Aluminum advertisement |
| 释义 |
In 1953 Alcoa Aluminum[1] produced an advertisement promoting their HyTop twist-off bottle cap. The advertisement, often erroneously attributed to Del Monte Foods,[1] featured a picture of a woman with the tagline "you mean a woman can open it?"[2] The advertisement has been subject to criticism in later reviews and is viewed as a symbol of casual sexism that was prevalent in the United States during the 1950s.[3] DescriptionThe advertisement features a woman wearing red lipstick and looking at the reader while holding a Del Monte ketchup bottle with the appearance of being about to open it. The tagline directly below it is, "You mean a woman can open it?" with the word woman underlined. The first sentence of the article it accompanied stated, "Easily—without a knife blade, a bottle opener, or even a husband!"[4] Critical reviewThe advertisement has been described as an example of targeted advertising towards women,[5] is viewed as a symbol of social stereotypes during the 1950s,[6] and is frequently cited as emblematic of the Mad Men era.[3][9][7] Scholarly interpretation states that it implies that a woman is dependent upon her husband to do things for her.[4] In one such commentary, the New York Daily News stated that the woman in the advertisement is "clearly stunned and possibly delighted" at being able to open the bottle easily.[1] In addition, the advertisement has been used as a symbol of retro advertising, with a book bearing the same title as the tagline being published in 2000 by Adams Media detailing retro advertisements.[8] It has been claimed that it enforced the stereotype of a woman as an unintelligent housewife.[9] References1. ^1 {{cite web|url=http://www.nydailynews.com/entertainment/tv/sexist-ads-mad-men-era-gallery-1.1050013?pmSlide=1.1050003 |title=Del Monte Ketchup: 'You mean a woman can open it?' 'Mad Men' premiere: Sexist ads from the era of Don Draper |work=New York Daily News |date= |accessdate=2017-01-09}} 2. ^1 {{cite web|url=https://www.telegraph.co.uk/goodlife/living/beyond-belief-shocking-vintage-adverts-from-the-golden-age/alcoa-aluminium/ |title=Alcoa Aluminium - Beyond Belief: Shocking vintage adverts from the 'Golden Age' |work=Telegraph |date= |accessdate=2017-01-09}} 3. ^1 {{cite web|author=Advertising |url=http://uk.businessinsider.com/26-sexist-ads-of-the-mad-men-era-2014-5/#51-show-her-its-a-mans-world-2 |title=26 Sexist Ads Of The Mad Men Era |work=Business Insider |date=2014-05-08 |accessdate=2017-01-09}} 4. ^1 {{cite web|url=https://www.theodysseyonline.com/why-we-cant-afford-not-to-be-politically-correct |title=Why We Can't Afford Not To Be Politically Correct |work=The Odyssey |date=2016-10-17 |accessdate=2017-01-09}} 5. ^{{cite web|url=http://www.slideshare.net/aridinger/postwwii-advertisements |title=Aprons in Advertising |publisher=Slideshare |date= |accessdate=2017-01-09}} 6. ^{{cite book | first =Elizabeth | last =Muir | title =Canadian Women in the Sky: 100 Years of Flight | publisher = Dundurn | edition = | year = 2015 | isbn = 1459731883 | page = 138}} 7. ^{{cite web|last=Wicks |first=Heidi |url=http://theindependent.ca/tag/mad-men/ |title=Mad Men |work=The Independent.ca |date=2011-04-14 |accessdate=2017-01-09}} 8. ^{{cite book|author=Ad Nauseum |title=You Mean a Woman Can Open It...? |publisher=Adams Media |year=2000 |isbn=1580623778 }} 9. ^1 {{cite web|first=Susie |last=Rushden |url=https://www.independent.co.uk/voices/columnists/susie-rushton-turn-the-heating-off-ndash-and-feel-virtuous-2146961.html |title=Turn the heating off – and feel virtuous |work=The Independent |date=2010-11-30 |accessdate=2017-01-09}} 7 : 1953 documents|1953 in the United States|Advertisements|Alcoa|Sexism|Stereotypes of women|Women in art |
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