老广告女人与家编辑本段回目录
老广告：女人与家
By Marc in Guerilla Marketing & Ads, History & Factoids
作者：Marc
Society and advertising have not always been kind to women; they still aren’t. From the subtle to the outrageous, vintage ads are a great window into the past that entertain, shock, and surprise. Here are nearly 40 advertising examples culled from the golden age of magazine and newspaper advertising:
社会和广告对女人们总是不太友善，至今依然。从捉摸不透到骇人听闻，老式广告是通向愉悦、震惊、意外的一扇窗。这里的近40个广告案例是从报纸杂志广告的黄金时代里挑选出来的：
(Images via bradruggles, oddee, oddee, bmpr)
Some ads have crossed the line beyond what society considers acceptable, and depending on your outlook, these examples are entertaining or disgusting. I for one tend to laugh at how ridiculous these conceptions are in light of today’s political correctness. I definitely think we’re heading in a better direction as a society, but we still have a ways to go.
一些广告已经跨跃了社会认可的底线，这些例子是娱乐还是低俗，取决于你的见解。我赞同有人从如今的政治正确出发倾向于认为这些观念非常可笑的观点。我确信我们正在沿着社会发展的正确方向前行，但我们还有很长的路要走。
(Images via foundinmomsbasement, blogsofrecord, theblogofrecord)
A quick glance at any magazine rack will identify one huge difference between the conception of female beauty; skinny is currently considered the ultimate body type (according to magazines), whereas curves once held a much higher appeal. One thing we still have in common with the past is quack techniques to achieve whatever body type is in the norm at the time.
只要向杂志架上扫一眼就可以发现对于女性美观念上的一个巨大差别；如今我们认为瘦是终极的完美体形，实际上曲线美曾经吸引了更多的关注。我们仍然与以前保持一致的一点是，无论什么体型被奉为圭臬我们都在试图通过所谓的医疗技术来获得。
(Images via flickriver, feministing, pzrservices, cosmeticservices, momgrind, womansday)
If there’s one thing your wife wants on Christmas morning, it’s a vacuum! Everyone loves a new appliance, or an upgraded look for the kitchen, but these magazine ads show a link between a woman and her appliances that is quite a bit exaggerated.
如果有一样东西是你妻子想在圣诞节早上得到的，那一定是吸尘器！大家都喜欢新的家用电器，或者把厨房收拾一新，但是这些杂志广告把女人和家电的关系演绎得有些过于夸张了。
(Images via vintage123, vintageadbrowser, pzrservices, momgrind, christianmontone)
It’s interesting how some car advertisements clearly depict women as a major purchasing force in the household, while others appeal to men with deprecating messages. Some of the worse ads are more recent, oddly enough.
有趣的是，一些汽车广告清晰地把女人描绘成家庭购车的主要推手，而另一些则用相反的信息吸引男人。一些创意较差的广告多为新近的广告，很奇怪。
(Images via pzrservices, debutanteclothing, foundinmomsbasement, vintagefashionguild, picsdigger)
Early fashion ads used illustration to depict larger than life beauties, much as we currently use photoshop and airbrushing. It’s interesting to see the different views of glamour and fashion over time, and how a bullet bra can be the height of seductive lingerie in one decade, and a ridiculous affectation in another.
早期的时装广告使用的图片是高于生活实际的，与我们今天使用photoshop或者airbrushing很相像。有趣的是随着时间的流逝人们对于魅力和时尚看法的变化，在某个年代，一个子弹头样的文胸可以成为内衣的致命诱惑，在另一个年代则成为可笑的矫情做作。
(Images via straightdope, hilarysheperd, graphicsdesignforum, momgrind)
Women love chores! At least, they used to, clearly, if magazine ads are any indication. There’s no denying that women used to be the main caretakers of the household, but some of these ads are ridiculous in their depiction of rapturous delight at receiving a new vacuum, or purchasing a fresh box of detergent. The misogynist message in some ofthese ads is just the obvious tip of a much larger iceberg.
女人喜欢做家务！至少曾经如此，这可以从杂志广告中得到清晰地提示。毫无疑问女性通常是一个家庭里主要的务家操持者，但是有些广告在描绘她们得到新吸尘器或者买了一盒新洗涤剂的狂喜时显得可笑。歧视女性的信息在此类广告中明显的一露峥嵘。
(Images via pzrservices, lulusvintage, katiescanlan, foundinmomsbasement)
Makeup ads used to be quite classy in the day. Even the text seemed hand drawn, and it was clear a lot of time was spent designing and formatting. Illustrating every ad must have been a huge enterprise, and I imagine advertising agencies contained giant art departments well beyond what we have today.
化妆品广告通常都非常入时。即使文字看起来是手写的，我们仍可看出那些广告在设计与版式上还是很下了功夫的。图中的每个广告都是大企业，我想广告公司拥有的美术部门要远超今天的规模吧。
(Images via sadanduseless, designgonewild)
Sexual education and hygiene is not a topic I would expect was broached often, but it was actually sprinkled liberally through magazines in the past. The text was subtle, except for the case of war time venereal disease public service warnings, which had to be clear in order to get their message across.
我没有想到性教育和性保健是经常被提及的话题，但在以前它却确实能通过杂志自由地传播。这类文字一般不很醒目，除了战时的性病公共服务的警示，它必须清晰以使消息得到传播。
(trendfunnel, smashingmagazine, retrorenovation, atticpaper)
American culture has always imagined the future faster than we could produce it, so we celebrate technology as if we expect a utopian future to pop up just around the corner. This optimism makes viewing advances from the past that much more enjoyable to study.
美国文化对未来的想象总是超前于我们的行动，因此我们欢呼科技犹如如我们期盼乌托邦式的未来从街角冒出来一样。这种乐观使得对过去的前瞻性审视的学习更为愉悦。
