When I found this coffee advertisement from 1957, I was very appalled, at first, over the fact that a man is blatantly hitting a woman, but once I read it, I couldn't help but laugh at its complete ridiculousness. It goes to show how much advertising and what society considers to be acceptable has changed. In the 1950s an advertisement such as this one, showing a man abusing his wife because she bought flat coffee was thought of as an effective way to sell their product. Of course during that time, women were categorized as homemakers, while the men were the breadwinners and heads of the family, so it was not seen as obscure for wives to be submissive to their husbands. Also, not only does this ad scare women into buying Chase & Sanbor coffee, with an apparent consequense if they don't, it also promotes domestic violence. It is funny to think how our society has completely flipped upside down. Now it is completely normal to see advertisements with half-naked women, but if a company was to put out an advertisement with a man hitting his wife, great criticism and disproval would surely ensue.
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