Well, here in 1957 Madison Avenue is well on its way to the axiom: “Sex Sells”. This ad for shoe polish, of all things, has many suggestions including the obvious pictorial one. 
It is also interesting to note that a similar ‘sex advertising’ is also aimed at ladies. Though, this is often in a different guise, that of husband/boyfriend choosing. The idea of the woman wanting to settle down and the man wanting to wander seems to be pretty now set in stone. Certainly not a new idea, by any stretch of the imagination, but certainly more so now.
Another element we ladies are concerned with also is beginning to appear in advertising, our weight. Though the lady and girl of 1950 had much less emphasis on this as we do in the 21st century, we are also really beginning to see this phenomena arising, that of the ‘chubby kid’. Post war American has not only an abundance of food, but endless packaged and increasingly sugared products. As I always find, much of our modern world really has its seeds germinated in the 1950’s.
This 1940 Marie Claire cover illustrates the point of selling fashion and chic to women. There is concern here for what the woman is thinking of herself, her fashion sense. Her desire to emulate a well dressed woman. You will also notice the absence of ‘tag lines’. 
Today’s version has a desperation to it. The longing to look ‘sexy’. The promise to ‘really lose those last 5 pounds!”. The endless words and messages we, as modern people, are used to. The clutter and constant noise, our lives and homes are cluttered as are our minds, something will stick, thinks the advertising and then we have them.
I love this image of the mother and son in the kitchen. I am not sure what the modern version of “Mother” Marie Claire is suppose to be telling us. I am not sure I am ready to really dissect that one just yet.
I do know which of these Vogue covers I feel is the stronger woman and the one I would most like to emulate. Poise, structure and concern more for my personal strength. Even the model seems to be more into her own thoughts while the modern version, the model is begging the viewer, “Please, look at me, I am sexy and skinny! I am happy…right?”
And maybe I have just been here in the 1950’s too long, but I have to say, I prefer this idea of the homemaker and housework
To this:
