Del Monte Ketchup Ads

In the “You Mean a Woman Can Open It?” advertisement, Del Monte implies that their ketchup bottle is so easy to open, even a woman can do it. The level of gender prejudice in the 1950’s though not highly considered, is evident in the ketchup advertisement. Flipping through newspapers and glaring at billboards allow Del Monte to appeal to their audience, which in this case, is the whole population. In this time period, this stereotypical ad was seen as normal rather than condescending. Del Monte’s purpose of creating this witty advertisement was to prove to their audience that their ketchup ranked above other brands due to their “easy-open” bottle. Advertising with humor allows Del Monte to focus on their subject: Del Monte Ketchup. The tone

of the ad is one of sarcasm, wit, and humor. Though now it is looked at as rude, in the 1950’s this advertisement was considered clever and affective.
“Back in the day,” was considered the prime time to most of our population.

The 1950’s was a decade of economic growth and birth of legendary rock and roll. From the building of Disneyland, to the skyrocketed number of television sets, to the speaking out against civil rights, the United States flourished sufficiently during the 50’s. To most people, the segregation between humans focused primarily on African Americans versus Whites. However, few concentrated on a similar separation: the division between male and female.

The 1950’s was a booming decade for most of the United States. Brands of every kind began improving manufacturing and sale rates by using advertising in a more effective way. Ketchup company, Del Monte, was one company that used the uprise in advertising to create positive announcements about their product. In Del Monte’s “You Mean a Woman Can Open It?” ad, their use of visual elements, sarcasm and wit, and a common example produce an ad that appeals greatly to their audience. The clever ideas generated by Del Monte result in an effective advertisement for the

business.
In the Del Monte’s 1953 ketchup advertisement, the expression of the featured woman is one of disbelief and surprise. Her raised eyebrows, wide eyes, and “O-shaped” mouth create an appearance of utter shock and an astonishment that she could open the bottle without a man’s help. In this time period, it was not unusual for a woman to be degraded for such a small task. The visible element exhibiting incredulity assists Del Monte’s attempt at promoting their superior product.
Del Monte’s expression: “You mean even a woman can open it?” flaunts the sarcastic, witty tone that is apparent in their ad.

Using humor allows the famous ketchup brand to appeal to their audience and result in increase sales. The playful font that the ad displays also supports that fact that this is an amusing advertisement. If the sarcasm would have been omitted, the company would not have distinguished themselves from other brands; Del Monte used mockery to appeal to their audience by boasting their easy-open cap. By using an amusing tone, Del Monte grasps the attention of their audience and uses wittiness in an effective

way.
In their 1953 ketchup ad, Del Monte portrays a sleek, tidy woman with hair primped, nails painted, and flawless makeup applied. With perfect appearance achieved, she could then begin her task of slaving in the kitchen and catering to her husband. Her labors of perfecting herself, her home, and her life come to a screeching halt when all efforts fail when she must ask for help to open a bottle. This ad parades the belief that even when women are “where they belong,” they still can not execute simple tasks without the help of a man. When this ad was published, woman did not deem it as degrading as women would today .Though this would not be the case presently, Del Monte’s ad would be considered effective in the 1950’s.
Del Monte used the appeal of others to exalt the easy-open cap on their ketchup bottle. Images, sarcasm, and a familiar example effectively lure the attention of the audience. The comical advertisement and the flourishing economy prompted an elevation in sales. Del Monte and other companies used the improvement in economics to boost their companies in the 1950’s. The United States, though faced with a number of challenges, became a land of booming industry and enhanced economics in the 1950 decade.