movies_creation
American Movie Archives (美國電影檔案)
- Title
- Frigidaire Finale 1957
- Year
- 1957
- Abstract
- Couple dances through an array of new "Sheer Look" washers, dryers, ranges and refrigerators.
- Notes
-
Produced: Handy (Jam) Organization
Sponsor: Frigidaire Division, General Motors Corporation
Run Time: 3:41
Audio/Visual: Sd, C - Keyword
- Consumerism;Appliances: Sales;Gender roles;Appliances: Sales;Gender roles
- Theme
- The Sheer Look
- Review
-
"The Sheer Look" was Frigidaire's tagline for its 1957 line of refrigerators, ranges and washer-dryers, and refers to their straight-line, square-cornered, "flat" styling, which was an innovation at a time when major appliances were all rounded and bulgy-looking. They were the first of their kind, and spelled the end of the traditional blimp-like 1950s refrigerator. The ad campaign featured models in evening gowns and elbow-length gloves, holding their arms in an odd position so that their fingertips met at right angles (symbolizing "sheer" square corners). An eBay search for Sheer Look will turn up examples of these. When I was a kid we had a 1957 Sheer Look refrigerator -- a white Frigidaire Imperial with turquoise interior.
(Reviewer: Eponymous) - Location
- A/V room, 2/F