movies_creation
American Movie Archives (美國電影檔案)
- Title
- American Women: Partners in Research
- Year
- 1960
- Abstract
- Describes the market research undertaken by Corning Glass Works prior to marketing a coffeemaker.
- Notes
-
Produced: Holland-Wegman Productions
Sponsor: Corning Glass Works
Run Time: 12:54
Audio/Visual: Sd, B&W - Keyword
- Market research;Gender roles;Consumerism;Gender roles;Consumerism
- Theme
- American Women: Partners in Research
- Review
-
Hilarious sexist view of production of goods in 1960.
Well now, here we have these new materials which only men can understand (like this rocket nose cone he's fondling). But, and he condescends not, the girls make all the choices. Don't argue logically with the wife. She doesn't comprehend advanced ceramics, but she knows what colour goes with the kitchen; the whole film is laughable in the extreme.
Classic quotes abound. "Women pour like this because they're not too strong. Oh yes, look how clever they are to do it like that."
Well, I'm a guy and I pour like that so I can see where I'm pouring! Any woman I know can take a perculator and whirl it round the room on the end of her little finger. Pouring out a cup of coffee is not a question of strength, I think most people can work that one out!
All in all, worth watching though for a typical time slice of prevailing ideas. Nowadays there would be women in the lab and as many house husbands buying the perculators so go figure :-)
William Fox
(Reviewer: Fireyfox) - Location
- A/V room, 2/F