Life Before Feminism: When a Woman’s at the Wheel …
Men’s Rightsers and MGTOWers regularly lament what they see as the baleful influence of feminism on everyday life and popular culture. So it’s perhaps worth reminding people what things were really like before modern – that is, second and third wave – feminism.
Second-wave feminism was in its infancy in 1970 when this charming Goodyear ad was shown on the first broadcast of Monday Night Football.
But none of that shit hits on the same visceral level as this ad. I think that’s partly because of the smug, patronizing tone of the narrator of the Goodyear commercial, and the hint of contempt that slips into his voice when he mentions the possibility of a mere woman taking the wheel. I think it’s also because to whomever made the ad—and presumably a great number of those watching it — the idea that women are awful drivers is simply considered an incontrovertible fact; the ad isn’t even trying to be funny.
Indeed, this deliberately cutesy vintage Volvo ad, while equally sexist, seems fairly innocuous by comparison. (My only question is why that poor woman seems to have married her father.)