It’s safe to say that social norms were completely different just a few decades ago: bigotry and prejudice were more commonplace, and tolerance wasn’t yet where it is today. To list all the marginalized groups throughout American history would take many more than 400 words, but chief among them is women. In all of recorded history, women have been seen as subservient to men. This 1974 men’s shoe advertisement from Playboy captures the perceived role of women in society very well, in an offensive and disappointing way.
There are so many ways to market a product, why choose this problematic one? I figure that the goal was to make potential customers feel powerful. “If you purchase our product, you will dominate women” is the message the ad conveys. Perhaps it was effective. I bet lots of men saw the ad in 1974 and decided that purchasing the shoes would cause a woman to lie on their own floor gazing at their shoes. It’s also important to consider that this ad was published in Playboy, so I’d be inclined to believe the men reading the magazine are particularly susceptible to sexist thinking already.
Another component of this ad I deem worthy of analysis is the text. “Keep her where she belongs…” Not only does this indicate that women are meant to be on the floor, beneath the level of men, but also that they are down there in the first place. In the year 2022, I’d hope that nearly all men wince upon reading the phrase, as women are very clearly not destined to lie on our floors gawking over us or our belongings.
Lastly, the woman depicted is naked. As if this ad weren’t problematic enough, it just had to express that women are solely sex objects and essentially pieces of meat intended for the pleasure of men. Of course depicting her with clothes on couldn’t have saved the disgustingly offensive ad anyway, but it most definitely doesn’t help that she’s unclothed.
How could this horrendous ad possibly have been effective? Given that women are known to be the primary purchasers, even of men’s clothes, this ad missed the mark on several levels. Besides being offensive, this ad was probably also ineffective. It did however give me a chuckle and a chance to perfect my eye rolling.