Tuesday, February 15, 2011

Sexist Vintage Feminine Hygiene Spray Ad of the Week.

(click ad from 1969,, via) It's pussy care day on copyranter! Hopefully, this doesn't become a weekly feature. Last week, Demure vaginal spray made hippie hoo-ho smell like a whisper of mint. Today, the Pristine brand will turn this young woman's frown upside down by keeping "the most girl part of you...fresh and free of any worry-making odors. So, she can be "an attractive, nice-to-be-with girl."


Blogger Bags said...

Terrible copywriting. So bad, that it almost reads like an ad-lampoon or poor taste pastiche. If I didn't trust your integrity I might think these were faked.
However, I do believe women did used to be scared of walking about with a faint whiff of musk from their 'nice girl' parts. Now men would pay good money for that. I wonder if Germaine Greer ever saw these during her day as an advertising copywriter?

1:46 PM  
Blogger copyranter said...

Don't bring my integrity into this discussion.

2:51 PM  
Anonymous Joel MaHarry said...

I guess the thing everybody else knows, but that I never really came to terms with until reading this ad, is that a woman could be concerned that the putrefaction wafting up from down below would be so pungent that people in your vicinity would take notice. Wow. And I thought restless leg syndrome was bad.

Actually, contra Bags' view, I think the copywriting is rather exceptional. There phrases and assumptions that, forty years later, sound sexist to us. But it's well crafted and flows nicely, in my opinion.

7:02 PM  
Blogger raving adman said...

It isn't under her pretty little arms, it's under her pretty little flaps.

1:36 PM  

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