History and Modern Advertising in the 60s and 70s Part 2

About the history of advertising in the 60s and 70s, modern advertising in sales, money spent, excerpts from What Makes Women Buy.


In 1974, the 10 corporations spending the most money on advertising were:

1) Procter & Gamble $245,186,000

2) General Foods $140,930,000

3) Bristol-Myers $121,618,000

4) American Home Products $118,228,000

5) General Motors $115,265,000

6) Colgate-Palmolive $ 88,273,000

7) Lever Brothers $ 86,550,000

8) Sterling Drug $ 79,757,000

9) Sears, Roebuck $ 79,745,000

10) Ford Motor $ 75,467,000

Here is an excerpt from a trade book, What Makes Women Buy by Janet L. Woolf:

Essentially, man's body is built for physical activity and woman's body, to bear children. In every detail, man and woman are formed and proportioned in radically different ways. Many of the facts about woman's body proportion and bone structure ultimately have an effect on designing for and selling to women. . . . Women's arms and legs are built at a slight angle, while man's are comparatively straight. It is as if women were a little knock-kneed, and "knock-elbowed" too. Woman's thigh bone inclines at a gradual angle toward the knee. This is the main reason why women are usually good dancers, yet poor runners, and awkwardly throw their legs at an angle. It also explains why women usually don't balance as well as men and are inclined to fall down more often. In a woman's arm, the bone of the upper arm or humerus is connected to the bones of the forearm at an angle--sometimes called the carrying angle. This angle makes most rotary motions, like turning the steering wheel of a car, more difficult for women. It also accounts for the stiff downward motion most women use when throwing a ball. From the selling point of view, the natural structure of a woman's arms and legs also means it handicaps her as an athlete and in doing heavy physical labor--so turns her toward more passive interests and occupations.

More from What Makes Women Buy:

The bone structure of their hands also influences women toward developing different interests and attitudes than men. Women's hands are proportionately smaller. And, therefore, women are usually better and quicker than most men in buttoning, handwork, assembly and inspection work which involves wrist and finger movement. Handling a baseball or a screwdriver is hard for women because of their hand proportions--tools really need to be especially designed for them. Woman's stomach and lower muscles are well developed. Correspondingly, women's lungs are not as large as men's, and her vital capacity or ability to take in oxygen is less than man's. Greater intake of oxygen gives men more fuel and more sustained energy--another reason why women tire more easily and need more frequent rest pauses than men.

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