The Miniskirt Marketing Ploy: How Advertisers Used Women to Sell Computers

In the 1960s, 1970s, and 1980s, many advertisers used women in tiny miniskirts to promote computer systems. This marketing strategy reflected the times, as the miniskirt was a popular fashion trend during these decades. Women in miniskirts were intended to appeal to the primarily male audience of computer enthusiasts and professionals and to make computer technology seem more accessible and desirable.

Advertisers used images of young, attractive women in miniskirts to create an association between the computer systems they were promoting and a sense of youth, sex appeal, and modernity. These women were often depicted as being knowledgeable about technology and even as engineers, programmers, or scientists. These ads were meant to appeal to men by suggesting that computer technology was not only cutting-edge and powerful but also a way to attract desirable women.

This type of advertising is considered objectifying and sexist by today’s standards. It perpetuated gender stereotypes and reinforced the notion that women’s value is based on their physical appearance. It also reinforced the stereotype that women have less knowledge or skills in technology.

These advertisements were widely used in print media, such as magazines and newspapers, as well as on television and billboards. They were also used in trade shows and technology expositions to promote new computer systems and products.

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Written by Orla Morris

Full-time dress and costume designer, Half Persian half Italian. I still don’t know how to write, but i'm writing and you are reading :)

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