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What Women Want?
Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.
In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.
There's no getting past the fact that women have all-too often been patronised and objectified by a male-dominated advertising industry. But screen advertising also tells (and sells) a more positive story of social progress for women, with increasing social and economic independence. This collection tracks the ups and downs of female empowerment in the 20th century, with its false steps as revealing as its forward ones.
Domestic HelpDomestic Help
Advert19522 mins
A cup of Horlicks helps a struggling husband bring home the bacon in this 1950s advert.
Fairy Liquid - Nanette NewmanFairy Liquid - Nanette Newman
Advert19801 mins
Stepford wife Nanette Newman becomes the face of mild green Fairy Liquid in this iconic advert.
Crowning GloryCrowning Glory
Advert193614 mins
Limp-haired lover Betty rekindles romance with dashing Dick by swapping to Amami Shampoo and Wave Set in this 1930s advertising film.
Silvikrin ShampooSilvikrin Shampoo
Advert19641 mins
Silvikrin helps the modern girl-about-town achieve "do-what-you-want-able" hair in this 1960s ad starring Pattie Boyd.
Eldorado Ice Cream Ad; Beautiful WomenEldorado Ice Cream Ad; Beautiful Women
Advert19371 minsSilent
An ice cream a day keeps the wrinkles away…
The Clue of the Gleaming Hair (Eve Shampoo Advert)The Clue of the Gleaming Hair (Eve Shampoo Advert)
Advert19376 minsSilent
Luscious hair solves a mysterious disappearance.
Dolly Put the Kettle OnDolly Put the Kettle On
Advert19472 mins
A spurned doll turns knife-wielding femme fatale when she doesn't get her teddy bear, in this cartoon cinema ad for tea
A Dream of Brave MenA Dream of Brave Men
Advert19206 minsSilent
A humble kitchen maid dreams of war heroism in this fantastical ad for Pinkobolic disinfectant.
We Mothers (Persil Advert)We Mothers (Persil Advert)
Advert19421 mins
A mother’s work is never done - as these two young girls playing at grown-ups have realised.
Continuous PerformanceContinuous Performance
Advert19522 mins
Eve Edmunds of Pinewood Film Studios unwinds after a busy day with a nice cup of drinking chocolate.
Paw Wakes up (Rinso Advert)Paw Wakes up (Rinso Advert)
Advert19402 mins
A Wild West wife learns to save fuel thanks to Rinso soap powder - and her layabout husband - in this proto-feminist wartime skit.
Little Miss Muddlehead (Rinso Advert)Little Miss Muddlehead (Rinso Advert)
Advert19432 mins
Use Rinso and help defeat Hitler! The soap brand deploys some savvy wartime advertising.
Talking ShopTalking Shop
Advert19532 mins Location: Bexhill
Mrs Carlisle of Bexhill-on-Sea unwinds after a busy day with a nice cup of drinking chocolate.
Just the Ticket!Just the Ticket!
Advert19532 mins
A hard-working Catford clippie and her family star in this cinema ad for hot chocolate.
Plumber's MatePlumber's Mate
19542 mins
Mrs Ring’s complicated life, dominated by professional and domestic chores, is soothed by a nice cup of Bournvita.
Changing HuesChanging Hues
Advert19225 minsSilent
Pretty in Pink 1920s style: an innovatively hand-coloured cinema advert for Twink dye.
Gallons of WorkGallons of Work
Advert19542 mins
Mrs Hawkins relaxes with a hot cup of Bourn-Vita after another busy day.
Post Haste!Post Haste!
Advert19542 mins Location: Ambleside
Mrs Ellen Edwards of Workington, Cumberland unwinds after a busy day with a nice cup of drinking chocolate.
A Growing BusinessA Growing Business
19542 mins Location: St Mary Bourne
Sweet ‘docu-commercial’ for Cadbury’s Bourn-vita, filmed around Bourne St Mary’s, Hampshire.
Sunshine GirlSunshine Girl
Advert195912 mins Location: Merthyr Tydfil
What makes a South Wales Sunshine Girl? Well, the answer may vary depending on whether you ask a chauvinist or a feminist!
Pex: No-Run NylonsPex: No-Run Nylons
Advert19650 mins Location: Leicester
Pex 'No-Run' nylons, the new innovation for 'smart girls'.
Pex: Pin Pin NylonsPex: Pin Pin Nylons
Advert19651 mins Location: Leicester
Sheerness in never ladder nylons: the proud boast of Pex's Pin Pin nylons.
Daz with the Blue WhitenerDaz with the Blue Whitener
Advert19672 mins Location: Devon
Mrs Cross takes the Daz test but what will the outcome be?
Heinz Baked Beans : Mum in a MillionHeinz Baked Beans : Mum in a Million
Advert19681 mins
There’s no arguing with a million housewives in this 1960s ad from Heinz.
Fairy Liquid: BabyFairy Liquid: Baby
Advert19691 mins
Who doesn’t want bubbles, clean dishes, and hands as soft as your face?
Fairy Liquid - Bonus OfferFairy Liquid - Bonus Offer
Advert19661 minsSilent
A commercial for Fairy Liquid that promotes both a special offer and an alternative use for it.
Pepsodent Twink: Tennis GirlPepsodent Twink: Tennis Girl
Advert19550 mins
Worried about losing your good looks on the tennis field? No need with Twink!
Kelloggs Special K: Oxford StreetKelloggs Special K: Oxford Street
19701 mins
Eye-wateringly sexist breakfast cereal ad advising women how to stay trim and stave off that puppy fat.
Fable of the FabricsFable of the Fabrics
Advert19426 mins
"Gee, old age!" Malicious Father Time doesn't stand a chance against a cartoon cupid armed with a big box of washing powder.
No Loafing!No Loafing!
Advert19542 mins
Sweet ‘docu-ad’ for Cadbury’s Bourn-vita, filmed at Hogsthorpe, Lincolnshire.
Fairy Liquid - Married HandsFairy Liquid - Married Hands
Advert19691 minsSilent
“Fairy Liquid helps married hands keep that single girl look”.
Foundation of BeautyFoundation of Beauty
Advert19308 minsSilent Location: Portsmouth
The Foundation of Beauty is what lies beneath - as this parade of corsetted ladies reveal - with corsets to suit all shapes, sizes and ages
Tips with Jeanne HealTips with Jeanne Heal
Advert19503 minsSilent
Take a tip from Googie Withers and friends and save the pounds.
Ask My MumAsk My Mum
Advert19403 mins
Snow White wouldn’t look like Snow White without her special washing powder.
Whose Zoo?Whose Zoo?
Advert19522 mins
From lions to llamas, an impressive menagerie of wildlife get cameos in this jaunty Cadbury advert shot in Devon.