The advertisement titled “Be the first Olivetti girl in your office” promoted the Italian brand’s electric typewriters, claiming they could reduce four common typing errors and practically think on their own. The campaign suggested that using an Olivetti typewriter would make a secretary feel more confident and relaxed, while also implying that her charm could attract male attention. This portrayal faced backlash. In March 1972, women secretaries in New York, with support from the National Organization for Women (NOW), held protests against Olivetti’s ads, criticizing their stereotypical view of women in office jobs. This disagreement caught the attention of TIME magazine, which reported on the situation, highlighting a broader discussion about gender roles in American workplaces. What are your thoughts on how advertising affects perceptions of women in the workplace?
Sources:
Reddit source: Reddit, shared by u//u/ArchiGuru