Once upon a time, ladies drank Babycham. Just the one. Drinking was for men, who guzzled booze as a sign of manliness, encouraged by advertising which draped women over car bonnets, presented them horizontal in bikinis, and generally used them as sexualised props in male-targeted alcohol marketing.
In 1960, two thirds of all the alcohol consumed was by men. Women did the washing up. And if a woman did drink, she was perceived as threatening / promiscuous / unfeminine / disloyal to her assigned role of passive nurturer.
Collection
[
|
...
]