On 30-Jul-15 15:29, Michael Black wrote:
> On Thu, 30 Jul 2015, Stephen Sprunk wrote:
>
>> On 30-Jul-15 13:55, Michael Black wrote:
>>> On Thu, 30 Jul 2015, Dave Garland wrote:
>>>> Boingboing has an article featuring old (mostly advertising)
>>>> photos of computer gear (and a few other high-tech 1960s items)
>>>> attended by models in miniskirts.
>>>>
>>>>
http://boingboing.net/2015/07/30/miniskirtsandcomputers.html
>>
>> How does their attire compare to typical office attire for women of
>> the era? Aside from a few blatant exceptions, most do not look any
>> more revealing (and many less) than what I see in offices today.
>>
>> I've read that company policies required women to wear skirts or
>> dresses, so I'm not surprised to see none in pants, but I'm unsure
>> whether the hem lines in particular were "appropriate".
>>
>> OTOH, the neck lines seem much higher than today, but I assume
>> that's due to the fall of neckties and the resulting rise of open
>> collars--for both sexes.
>
> I think some of it is merely that women are in the ads. I'm not
> sure that represents a reality. Oh, there were women, but not that
> common.
>
> And most of those photos looked like the women were secretaries (and
> no, for the time their dress looked about "right").
Okay; I figured from the "miniskirts" in the title that the attire
itself was part of the complaint, but I guess not.
> And surely at best they'd be at a terminal in some office, not near
> the actual mainframes and minicomputers.
...
>> Also, it's interesting that the article focuses on the women's
>> attire but doesn't even mention the possible "it's so easy to use
>> that even women can do it!" subtext, which IMHO is far more
>> sexist.
>>
> But I think some of that is there. These aren't software writers or
> computer scientists, or hardware engineers,
While secretaries and clerks might not have been in data centers as
shown in some of those ads, they _were_ computer users, so it's not
unreasonable to include them. My issue is with the ones showing only
women (even if clad appropriately) when the industry was known to be
male dominated. I'm fine with the ones that show equal numbers to
subtly promote workplace equality, even if that wasn't the reality.
Even today, women are still woefully underrepresented at higher levels
in most tech companies, and what few women are employed at lower levels
are generally in non-technical areas, e.g. sales, marketing, personnel,
accounting, travel, etc., at rates similar to other industries.
> they are there only to be women on display.
Exactly. Our marketing is more subtle now than many other industries,
such as cars or beer, but based on the "booth bunnies" I see at industry
conventions, it's still quite sexist.
>> The idea is not that readers will stare at the women and ignore
>> the product; that's not very useful to the advertiser. It's that
>> readers (both men and women, interestingly) are more likely to
>> notice the ad if there is a scantily-clad woman in it and have a
>> more positive impression of the product as a result.
>>
>> One might consider this sexist, but if it didn't work, the
>> marketing industry wouldn't keep doing it.
>
> But the contrast was quite strong at the time. A very male domain,
> and no women draped over computers, but once it widened out, the
> women were on display.
Ah, but isn't a "very male domain" where you'd _expect_ to see
scantily-clad women draped over products?
OTOH, scantily-clad women have been shown to improve sales to women as
well, despite some of those women complaining about it. Scantily-clad
men also increase sales, but not nearly as much, which is why you only
see it for male-specific products such as boxers or cologne (which are
mostly bought by women for men, not by men themselves).
>>> Considering it was virtually an all male field, there was a fair
>>> attempt at being not sexist, I guess the counterculture
>>> influence.
>>
>> I'd think that was more due to ads being written by and for
>> engineers because most marketing folks and purchasing depts didn't
>> understand what was being advertised, why it mattered or how one
>> product was different from another.
>
> But the language used in the articles reflect an attempt at being
> non-sexist. There was an inclusiveness "he or she", that didn't
> reflect the reality of the readership in the early days.
Ah, I never noticed that. I do know our marketing and documentation
folks avoid gender-specific terms and pronouns when possible, but I
didn't realize the industry did that long before it went mainstream.
Kudos to us :)