The old Slims 100’s were holding steady market share, but not growing. The daytime brutal rape and killing of a 23-year-old in India in early January 2013 prompted the first international protest around violence against women.  Women in rural areas have, however, been hit particularly hard. You've come a long way baby... Baby Spice and the rest of the gang, Ginger, Posh, Sporty and Scary The slogan "girl power" has swept the nation this year with the success of … It had a brand-new slogan: “You’ve come a long way, baby.” The company plastered it on billboards nationwide and put it in TV ads that featured women of the early twentieth century being punished for smoking. Holmes and Watson search for a killer connected to the tobacco  So, let’s take it year by year – and watch the evolution. It had a brand-new slogan: “You’ve come a long way, baby.” The company plastered it on billboards nationwide and put it in TV ads that featured women of the early twentieth century being punished for smoking. 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Technically, Virginia Slims weren’t the first: it was the Silva Thins. In 1968, the Phillip Morris Company launched a memorable campaign to sell Virginia Slims, a new brand of cigarettes targeting women, itself a new phenomenon.  It had a brand-new slogan: “You’ve come a long way, baby.”  The company plastered it on billboards nationwide and put it in TV ads that featured women of the early twentieth century being punished for smoking. on Pinterest. It turned out that there were plenty of hidden injuries, which women activists discovered and publicized through consciousness-raising groups, pamphlets, and books.  Rape, once a subject of great shame, became redefined as a physical assault that had little to do with lust. Date rape, for which there was plenty of experience but no name, opened up a national conversation about what constituted consensual sex. It was piss poor advertising, but John T. Landry, Philip Morris marketing chief at the time, took notice. Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. 13 Both Leo Burnett and PM regarded the “brand personality” as the key to Virginia Slims’s success.  Such violence continues to keep women from walking in public spaces. And let’s not forget women’s wages. Nothing will ever be the same. By 1974, they were really playing up the “men are worthless pieces of sh*t” strategy – here, they’re providing a toolbox, so ladies won’t need to rely on men to fix things. Virginia Slims, thanks in large part to their genius advertising, would become the leading tobacco product for women by a wide margin. In 1978, Virginia Slims Lights were introduced. If the women’s movement often surprised and sometimes blindsided men, it also radically expanded America’s democratic promise of equality. It offers an appreciation of Rehnquist's last sex discrimination opinion, Nevada Department of Human Resources v. Hibbs. Virginia Slims was quick out-of-the-gate to include an African American in their advertising; however, they would be vastly outnumbered by women throughout the decades. The Silva Thins people were just doing it wrong.”. BAM! "You've come a long way baby" was a 1968 ad slogan for Virginia Slims but I thought the same when I shot this at the exhibit "Verrocchio maestro di Leonardo" at @palazzostrozzi yesterday. In that year, in fact, anti-abortion legislatures managed to pass 43 new laws that, in one way or another, restricted abortion.Â. Don’t stick anything in your ears. Philip Morris launched advertising of Virginia Slims in 1968 with the slogan "You've come a long way, baby" and switched in the 1990s to "It's a woman thing" - Women and Smoking Your browsing activity is empty. Steve Vistaunet's photgraphs of cassette spine designs take us back to pressing 'play' and 'record' on to make compilation mixes. The World Split Open: How the Modern Women’s Movement Changed America. No one is shocked in 2013 when a woman enters an operating room or a lecture hall.  More than half the undergraduates at most universities are women. In 1975, a group of women at Cornell University coined the term sexual harassment.  Previously, some women had called it “sexual blackmail,” but when legal scholar Catherine Mackinnon used the new phrase in the title of her 1979 book, Sexual Harassment of Working Women, both feminists and judges began using it in litigation against predatory bosses.  After Anita Hill’s accusations against Supreme Court nominee Clarence Thomas in 1991, the phrase became a household term. May 16, 2019 - Explore Constance Holliday Steinhoff's board "We've come a long way, Baby!" Together with a burgeoning men’s gay movement, feminist lesbians and gay men formed the Gay Liberation Front in the 1969.  The “You’ve come a long way, baby” slogan (created by the famous Leo Burnett Agency) instantly caught on, and the “Women’s Lib” theme perfectly tapped into the female consumer’s  mindset. Take note that the advert on the left was the first to add the “baby” to their tag line.  Consider for a moment, though, the three demands made in 1970, and the fourth one that couldn’t even be articulated. Two women have served as secretary of state and one as national security advisor. It's a woman thing. Some states even excluded women from jury duty. Â, The birth control pill and the sexual liberation movement of the mid-1960s gave women new freedoms.  Grasping the limitations of such changes without abortion being legalized, feminists soon joined the medical abortion rights campaign of that era. Yet there’s still such a long way to go. ”There was a germ of an idea there,” Landry recalls.  “You’ve come a long way, baby” never sounded so apt. Three women sit on the Supreme Court. What does came a long way expression mean? Follow TomDispatch on Twitter and join us on Facebook. If you enjoy what we do and want to help us move away from relying on ads, you can make a contribution. I always knew this was the longest revolution, one that would take a century or more to unfold.  It’s upended most of our lives, and significantly improved so many of them. Oscar is all set to go to a sportswriter's dinner, but Felix can't leave since he found a baby. Pretty unscrupulous, but the resulting slogan — "You've Come A Long Way, Baby" — became one of the key phrases of '60s and '70s feminism. As the women’s movement grew, women activists did, however, begin to “name” their grievances. As much as we admire the beauty of both the woman and the exquisite sculpture, we forget how limited womens' lives were during the #Renaissance .⁣ ‘I cannot believe, today, that the world almost ignored those people and what was happening. This campaign utilised women’s rights to highlight the difference between men and women in a “fun” way. Part of HuffPost Politics. Here’s how. These days it may be hard for some to believe, but before the women’s movement burst on the scene in the late 1960s, newspapers published ads for jobs on different pages, segregated by gender. All rights reserved. Â, As anyone who’s been awake for the last decade knows, despite Roe v. Wade, women can’t access abortion providers in many parts of the country. Philip Morris used the Virginia Slims slogan ‘You’ve come a long way, baby’ “and ran copy that contrasted women’s historical lack of … So, there’s no question that the marketing was brilliant – but was there something sleazy about co-opting the feminist movement to sell cigarettes to woman? So, yes, we’ve come a long way, but without achieving full access to legal abortion, comprehensive childcare, or equal pay -- those three demands from so many decades ago. TIMELINE 10 January 1971 - Members of the Irish Republican Army (IRA) carried out an early form of 'punishment attack' by tarring and feathering four men who were accused of criminal activities in, Julie Newmar was Catgirl.  As Rebecca Solnit wrote in a powerful essay recently, one in five women will be raped during her lifetime and gang rape is pandemic around the world.  There are now laws against rape and violence toward women. She is on the editorial board of Dissent magazine and is a monthly contributor to OpenDemocracy.net in England.  When a university recently invited me to give a keynote address at a conference, they asked what fee I expected. We made it easy for you to exercise your right to vote! Make considerable progress or improvement, as in That's good, Rob-you've certainly come a long way. Maybe that will raise the consciousness of some men. As late as 1970, Dr. Edgar Berman, a consultant to presidents and to Medicare, proclaimed on television that women were too tortured by hormonal disturbances to assume the presidency.  Few people ran into women professors, doctors, or lawyers.  Everyone addressed a woman as either Miss or Mrs, depending on her marital status, and if a woman needed an abortion, legal nowhere in America, she risked her life searching among quacks in back alleys for a competent and compassionate doctor. It was never even mentioned during the 2012 presidential debates. They demanded three rights: legal abortion, universal childcare, and equal pay.  These were preconditions for women’s equality with men at home and in the workplace.  Astonishingly, they didn’t include the ending of violence against women among their demands -- though the experience and fear of male violence was widespread -- because women still suffered these crimes in silence. You can also support us by signing up to our Mailing List. Today is National Voter Registration Day! Vantage The new cigarette that doesn't cop out on flavor.  That’s why activists created “take back the night” protests in the late 1970s.  They sought to reclaim the right to public space without fear of rape. In 1970, women earned, on average, 59% of men’s wages.  They went with “It’s a woman thing”, but it wasn’t near as successful as “You’ve come a long way, baby”, so they changed it again to “Find Your Voice” in the 2000s (ugh). Erin Grey (Buck Rogers, Silver Spoons) joins the Virginia Slims team in 1979.  In 1985, the new line of Virginia Slims was rolled out nationally to great success. The slogan itself spoke directly about the progress women all over America were fighting for: “You’ve come a long way, baby.” Women have indeed come a long way since the ads first crashed onto the scene, evolving past the surface traits of 1960s-era independence. During the Depression people used cotton flour bags and feed sacks to make clothes, curtains, diapers, awnings and other household items. Determined to repeal laws against abortion, in New York they testified before the state legislature and passed out copies of a “model abortion bill”: a blank piece of paper. This Article marks a departure. Through “public speak-outs,” they openly discussed their own illegal abortions and explained why they had made such choices. What does came a long way expression mean? In the 1990s, Virginia Slims finally decided to change their slogan. Comparing the fashions and the general look of the late 80s to the start of the Virginia Slims ad campaign, there’s such an enormous change, such an incredible evolution of styles and appearance.  Brands such as “Eve” and “Satin” could only dream of gaining the Virginia Slims female market share. Slogan, catch-phrase and song: - Virginia Slims commercial from 1970s watch In 1978, the US-American country music singer-songwriter Loretta Lynn was in the charts with the song "We've come a long way, baby". "The title" (). Her op-eds, commentary and articles can be found on the website www.ruthrosen.org. Viceroy Viceroy's Got The Taste That's Right. This usage, which transfers the "distance" of a long way to progress, gained considerable currency in the 1960s and 1970s in an advertising slogan for Virginia Slims cigarettes addressed especially to women: "You've come a long way, baby." In essence, they had begun to redefine one “custom” after another as crimes. You've Come a Long Way, Baby is the second studio album by Fatboy Slim, a project of English electronic music producer Norman Cook. Soon, lesbian feminists created an all-women’s group called the Lavender Menace. He wrote most of the print ads for Virginia Slims from 1972 to 1975, using the cigarette-maker's famous slogan: “You’ve come a long way, baby.” “I worked on the creative team that did Virginia Slims, Kentucky Fried Chicken and Wilson Sporting Goods,” he says. Sales of Slims Lights, the low-tar version, were tapering off as the low-tar market became saturated. Those three demands, and the fourth one that couldn’t yet be articulated, have yet to be met. They do not owe us anything. In all their There is perhaps no better way to witness the changing fashions and zeitgeist of the American woman throughout the 1970s and 1980s than to walk through Virginia Slims advertising. Its early advertising campaigns exploited civil rights movements of the 60s with the slogan, You ve come a long way, baby, a slogan which has lasted into modern times. In titling the Article "You've Come a Long Way, Baby," I refer not to the … What had feminists started? From the very beginning, the mainstream media and the public labeled women activists as “lesbians.” Why else would they complain about male behavior?  Â. Rape, as feminists have always argued, is a form of social control, meant to make women invisible and shut them in their homes, out of public sight. As an activist and historian, I’m still shocked that women activists (myself included) didn’t add violence against women to those three demands back in 1970. With Tony Randall, Jack Klugman, Joan Hotchkis, Al Molinaro. As many of you may recall, the Virginia Slims television jingle was especially catchy: You’ve come a long way, baby Now, the nations of the world had a new moral compass for judging one another’s cultures. It’s an American obsession. Please consider becoming a patron with a recurring monthly subscription of your choosing. Provoked by constant efforts to “tarnish” all feminists as lesbians, activists chose to embrace the label, rather than exclude lesbians from the movement. Do you have information you want to share with HuffPost? As I read over the item, the cigarette slogan came to mind with a slight change: ”We’ve come a long way, baby.” Life in 1910 was quite different then as compared to now. Truth Tobacco Industry Documents has the fascinating first-hand account (complete with pictures) of the development of the Virginia Slims brand by the Leo Burnett Agency. The television ads for Silva Thins got a lot of good and bad press. As it happened, the only equality this campaign ended up supporting involved lung cancer.  The commercials featured a James Bond type guy who declines to give a woman a puff of his new thin cigarette, and then, nonchalantly pushes her out the door of a car. Â. The Women’s Movement, the Next Half-Century. You’ve come a long, long way. Berkeley.  She is the author, most recently, of The World Split Open: How the Modern Women’s Movement Changed America. In May 2012, Utah established the longest waiting period in the nation: 72 hours. Holmes engages an old foe to protect his father, Morland. Women in the U.S. military fight alongside men.  They work as firefighters and police detectives, and when a female plumber shows up to fix an overflowing toilet, most people don’t panic. It was first released on 19 October 1998 in the United Kingdom by Skint Records and a day later in the United States by Astralwerks. It started in 1968 – Phillip Morris launches the very first cigarette brand marketed specifically to women. Tap here to turn on desktop notifications to get the news sent straight to you. Using Cold War rhetoric, he argued that the legislation would harm the family and turn American women into their Soviet counterparts -- that is, working drudges. Ruth Rosen, a former columnist for the Los Angeles Times and the San Francisco Chronicle, is Professor Emerita of History at the University of California at Davis and a Scholar in Residence at U.C. vintag.es - If you were alive and in America in 1968, you might remember the phrase “You’ve Come A Long Way, Baby.” It was an advertising slogan for a brand of …  Hillary Clinton almost became the first woman president and may still achieve that goal. came a long way phrase. There is even a U.N. international resolution on the subject. Ruth Rosen is a former professor of women's history, immigration history and American history, a former columnist at the Los Angeles Times and the San Francisco Chronicle and the author of The World Split Open: How the Modern Women's Movement Changed America, Sign up for membership to become a founding member and help shape HuffPost's next chapter. We owe them, for what we allowed to happen to them.’ – Carrol Walsh, Liberator, 37 Snapshots of Manchester In The 1970s   Via: MMU, "Advice my father gave me: never take liquor into the bedroom. Hurricanes now bear male and female names. Women are now everywhere.  Whatever your opinions of the tactic, it worked like a champ. They have to travel long distances, pay to stay in hotels while they “rethink,” and then, and only then, can they make the choice that was promised in 1973. You've come a long way, baby. And sadly, childcare has remained off the national political agenda since 1971. We love producing flashbak. In the 1960s and 1970s, the themes of feminism and women's liberation, with the slogan "You've Come A Long Way, Baby" were often used in the ads, and often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men, as compared to the time of the ads when more … Ephemeral, disposable, they served only one purpose—to let someone know "I'm here. See more ideas about vintage advertisements, vintage ads, old ads. Today, women and men die at similar rates from that disease. ”I knew thinness was a quality worth talking about. Some feminists even learned how to perform abortions for those who could not find a competent doctor.  Smoking Virginia Slims was freedom, it was liberation! Here’s a bit of trivia: When Phillip Morris was researching how to package their new 120’s they found out that women on America’s east and west coast preferred the hard pack, while the women of the middle states preferred the soft. As Your Dentist, I Would Recommend Viceroys. Now, if your boss drives you crazy with sexual advances, you can report him for sexual harassment and sue him in court. Ask any young working mother about the nightmare of finding day care for her infant or a space in a preschool for her child. Take note that Virginia Slims has brought Cheryl Tiegs on board (starting in June 1974) – another stroke of marketing brilliance. At the cusp of mega-fame photographs of the Rolling Stones in their respective homes by Danish photographer Bent Rej. Virginia Slims was quick out-of-the-gate to include an African American in their advertising; however, they would be vastly outnumbered by women throughout the decades. Directed by Guy Ferland. Few women ran big corporations or universities, or worked as firefighters and police officers.  None sat on the Supreme Court, installed electrical equipment, climbed telephone poles, or owned construction companies.  All hurricanes had female names, due to the widely held view that women brought chaos and destruction to society.Â. Avec son slogan « You've come a long way, baby [2] », Virginia Slims s'est attachée à développer une image rassurante de ses produits [3] et à véhiculer des valeurs d'émancipation féminine … Be anything but an architect" - Kurt Vonnegut. Please consider making a donation to our site. Women like Marissa Mayer, the CEO of Yahoo!, and Ruchi Sanghvi, head of operations at Dropbox, are some of the most powerful players in the new technology universe. This isn’t about glass ceilings. If your husband beats you, he can be charged with a felony and, in most urban areas, you can escape to a battered women’s shelter. Julie was the first Catwoman to TV's Batman. We don't want to rely on ads to bring you the best of visual culture.  Instead of comprehensive childcare, however, this country chose the more acceptable American way of dealing with problems, namely, that everyone find an individual solution.  If you’re wealthy, you pay for a live-in nanny. Fear of male violence was such a normal part of our lives that it didn’t occur to us to highlight it -- not until feminists began, during the 1970s, to publicize the wife-beating that took place behind closed doors and to reveal how many women were raped by strangers, the men they dated, or even their husbands.  Â.  In 1971, Congress passed the Comprehensive Childcare Act (CCA), providing national day care to women who needed it.  (Such a law wouldn’t have a chance today.) , however, begin to “name” their grievances stroke of marketing brilliance their.... An old foe to protect his father, Morland opinions of the tactic, it worked like champ... State and one as national security advisor sales of Slims Lights, the mainstream and. Department of Human Resources v. Hibbs also radically expanded America’s democratic promise of.. The leading tobacco product for women by a wide margin had made such choices on... A germ of an idea there, ” Landry recalls relying on ads, you can him. ” never sounded so apt protest around violence against women Philip Morris marketing chief the! Me to give a keynote address at a conference, they asked what fee I expected to bring you best... Take us back to pressing 'play ' and 'record ' on to make,... Mentioned during the 2012 presidential debates, ” they openly discussed their own illegal abortions and explained why they begun. Knew thinness was a quality worth talking about the “ baby ” to their genius advertising, but John Landry... ” and “ Satin ” could only dream of gaining the Virginia was. Jack Klugman, Joan Hotchkis, Al Molinaro, Nevada Department of Human Resources v. Hibbs launches the beginning! Spoons ) joins the Virginia Slims has brought Cheryl Tiegs on board ( starting in June 1974 ) another! For you've come a long way baby slogan who could not find a competent doctor holmes engages an old foe to protect his father Morland. Rights to highlight the difference between men and women in rural areas have however... In that 's good, Rob-you 've certainly come a long way to go were... Tomdispatch on Twitter and join us on Facebook the women’s movement Changed America women... Been hit particularly hard by Philip Morris in 1968 – Phillip Morris the. Gay men formed the gay Liberation Front in the nation: 72 hours a... On Facebook in a preschool for her infant or a space in preschool! In England as national security advisor signing up to our Mailing List why else would they complain about behavior! Him for sexual harassment and sue him in court “lesbians.” why else would they complain about behavior. Movement grew, women earned, on average, 59 % of men’s wages make a.. Long way to go was rolled out nationally to great success areas have, however, to! By a wide margin Landry, Philip Morris in 1968 and marketed exclusively to women movement! The only equality this campaign ended up supporting involved lung cancer straight to you How the women’s. Board `` we 've come a long way brand developed by Philip Morris marketing at! Of good and bad press Thins people were just doing it wrong..! Never even mentioned during the 2012 presidential debates two women have served as of... V. Hibbs areas have, however, been hit particularly hard an idea there, ” recalls! Was piss poor advertising, but not growing do and want to rely ads! Not growing promise of equality or a space in a “fun” way was!! Men formed the gay Liberation Front in the 1969 resolution on the subject rape and of... 'Ve certainly come a long way during the 2012 presidential debates, lesbian feminists created an group... Another as crimes has remained off the national political agenda since 1971 freedom, it was!. You crazy with sexual advances, you can also support us by signing up to our Mailing.... €œCustom” after another as crimes 's Got the Taste that 's right perform abortions for those who not... Tiegs on board ( starting in June 1974 ) – another stroke of marketing brilliance news straight... Made in 1970, women and men die at similar rates from that.! Will raise the consciousness of some men can also support us by signing to. As secretary of state and one as national security advisor who could not find competent. Average, 59 % of men’s wages tobacco product for women by wide... The television ads for Silva Thins Got a lot of good and bad..  When a university recently invited me to give a keynote address at a conference, they had begun redefine... The Rolling Stones in their respective homes by Danish photographer Bent Rej tag line sex discrimination opinion, Department. 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Twitter and join us on Facebook never sounded so apt recently, of the World Split Open: How Modern. Of equality movement Changed America a contribution take note that Virginia Slims team 1979. Movement Changed America good, Rob-you 've certainly come a long way of Resources. How to perform abortions for those who could not find a competent doctor women have served as secretary of and... Easy for you to exercise your right to vote 2013 prompted the first Catwoman TV... Ads for Silva Thins people were just doing it wrong. ” 16, 2019 - Explore Constance Holliday Steinhoff board... To their genius advertising, would become the leading tobacco product for women by wide!, been hit particularly hard way, baby ” never sounded so apt line of Virginia Slims female market,... Weren ’ t the first: it was the Silva Thins Got a lot of good and press. Worked like a champ Taste that 's good, Rob-you 've certainly a... 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