Overview
Interview with Cynthia Petrovic examines the history and impact of vintage advertisements that targeted women's insecurities to sell products, highlighting patterns of body shaming, unrealistic beauty standards, and manipulation in advertising from the late 19th century to today.
Origins of Collecting Vintage Ads
- Petrovic began collecting vintage romance and homemaking magazines after discovering shocking ads in college.
- She found the ads both entertaining and troubling for their blatant sexism and absurd premises targeting women's fears.
- Her collection focuses on ads that pressure women not to offend men or society due to appearance or hygiene.
Development and Themes of Shaming Ads
- Early ads (late 1800s–1900s) promoted products to reshape faces and bodies, reflecting ever-changing beauty fixations.
- 1930s saw a surge in ads using paranoia, shame, and fear to push beauty and hygiene products.
- Advertisements exploited anxieties about body odor, weight, complexion, attire, and domestic skills.
- Societal changes (e.g., Great Depression, World War II) influenced shifting ideals of attractiveness and product focus.
Impact on Women's Self-Image and Social Roles
- Ads often implied that personal or marital failure was due to a woman’s physical flaw or hygiene lapse.
- Pressure extended to impressing husbands’ friends or bosses, with women blamed for professional and social setbacks.
- Even natural features or minor "imperfections" like dishpan hands, big pores, or a run in stockings were depicted as disastrous.
Product Dangers and Enduring Harmful Messages
- Some promoted products (e.g., Lysol for douching, menstrual deodorants with carcinogens) caused real health risks.
- Despite social revolutions, beauty and body shaming tactics have persisted, evolving with changing media landscapes.
- Media today continues to emphasize unattainable beauty and youth, often pitting women against each other.
Shifts in Advertising and Societal Expectations
- Periods of war reduced shaming ads, but postwar eras reignited the trend with new products and methods.
- Recent decades show shaming moving from print ads to television, internet, and social media.
- Modern advertisements still sell insecurity but now target all stages of a woman’s life, from childhood to old age.
Observations and Reflections
- Petrovic notes that open dialogue could have mitigated the emotional manipulation seen in many ads.
- She points out the fantasy aspect of advertising promises and the ongoing cycle of shifting ideals.
- Despite persistent objectification, some historic ads addressing menstruation were comparatively progressive in encouraging active lives.
Recommendations / Advice
- Consumers should be cautious about health claims and ingredients in beauty products.
- Awareness of advertising’s manipulative tactics is key to resisting body shaming messages.