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Summary Of The Chase & Sanborn Coffee Advertisement

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There is not much like a good cup of coffee or a good beating in the morning before heading off to work, but which “bottoms up” was this brand looking for? During the fifties, women were just getting started fighting their battle of equal opportunity in the workplace, but until then, they were subject to mental and physical abuse from their society to behave for their husbands. This ad published by the Chase & Sanborn Coffee company played directly into every woman’s emotions when suggesting that they would be beaten for “taking chances on getting flat, stale coffee.” The fear struck into the survivors of domestic battery was hopefully enough for the wife to put this coffee in a working man’s mug in the morning. The ideas of sexism, domestic abuse, and male humor in that time’s society were perfectly pulled on in this advertisement for the sole purpose of making a profit. Sexism is found to be the basis of this advertisement’s success. The time period’s idolized dominant male figure in a household is shown by him being in control …show more content…

This advertisement may appeal to the male gender as they see spanking as proper punishment for an “unruly” woman or find humor in the behavior. Men tend to use this as a form of punishment to try to teach women a lesson and force them to think twice about which brand they intend to purchase. As a hard working man, it’s important to start the day off right with a fresh cup of coffee and without a disagreement, so the advertisement could persuade the men to request this coffee. Additionally, the men may also be amused by their play on their daily family function that they feel connected to the brand before even trying it for themselves. To keep their lives going smoothly, men found the beating as the most viable option, and this coffee gets them because it is “pressure

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