These posters were created by artist Gil Elvgrend during the 1950s for Coke-Cola. I find them intriguing because from the 50s to the 60s was the golden age where extremely sexist advertisements were prevalently displayed. Elvgren had unique techniques of portraiting and idealizing female figures. Although it was a common practice at the time, Elvgren’s work was very recognizable. While the Coca-Cola artwork included some typical “Elvgren Girl” pinups, most of it depicted typical American families, children and teenagers ordinary people doing everyday things. During World War II and the Korean War, Elvgren even painted military scenes for Coca-Cola. Like his famous Brown and Bigelow pinups, the Coca-Cola images eventually became acknowledged icons of American life. For everything from cars to cigarettes to electric blankets, these ads show that while variety may be the spice of life, there’s nothing like a semi-clad woman for bringing the customers running. In the posters above, it is not hard to find the idea of the males using Coke-Cola to approach women as if women were objects that were easily obtained. Elvgren’s Coca-Cola subjects portrayed the American dream of a secure, comfortable lifestyle. Where women were commonly dependent on man.
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