Advertising from the '60s has a bad rap for always being targeted to men. Mad Men proved this last Sunday when Peggy says a beautiful woman throwing herself at a camera is not going to sell diet soda to its audience — women. Don replies, you know how this works: men want her, so women want to be her.

But this ad is really for the ladies! "Take me along — if you love me!" badgers the jingle while housewives magically change from dowdy house dresses to fun, stewardess-like ones. And it doesn't just sell a dream, it sells a discount. "If you take your wife along on United," the commercial says, "we'll give you up to one-third off her fare." It's like she's a child.


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