Nobody does casual sexism quite like the drinks industry in the 1970s. It’s taken quite some time and it’s been such a gradual process that most of us haven’t really noticed it but when we look back at these ads we can see that the battle against blatant sexism, whilst still ongoing, has in many ways progressed beyond all recognition. There’s quite a macho undertone running through a lot of these ads which no doubt goes with the territory although quite how a young Woody Allen got involved in advertising spirits we can only guess at. Perhaps the link is drinking makes you funnier and more attractive and after several warm shandies on a Summer’s afternoon we’d be inclined to agree.
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