"A woman announcer is always a hazardous risk..."

(click images) It's the Dos and Don'ts of using women announcers!—from some sort of 1950s TV advertising manual. Do give the woman announcer a "prop" because "woman talk that way..." (?) Don't "cast for beauty...because the viewer may never get his mind off the pretty girl." Well, that Don't is roundly ignored today. And lastly, Don't let her be "too aggressive. She will antagonize all men and many women." So, plain and passive, sweetheart, got it? Okay, roll camera...(via flickr) previously in women in 1950s ads: the Perfect Pepsi People. Don't worry darling, you didn't burn the Schlitz. Perma-lift girdle ad is a surrealistic riddle. Ivory soap positioned as Xanax for women. And, Heinz soups ad includes the copy line "Most husbands, nowadays, have stopped beating their wives..."