{"id":21346,"date":"2018-03-08T14:02:24","date_gmt":"2018-03-08T12:02:24","guid":{"rendered":"http:\/\/blog.nli.org.il\/?p=21346"},"modified":"2019-09-11T14:42:48","modified_gmt":"2019-09-11T11:42:48","slug":"sexistads","status":"publish","type":"post","link":"https:\/\/blognli2026.moonsite.co.il\/en\/sexistads\/","title":{"rendered":"IWD Special: Fixing the Sexist Ads of the Past!"},"content":{"rendered":"<p dir=\"ltr\" style=\"text-align: justify;\">The advertising world of the land of Israel is a blast from the &#8220;past&#8221;:<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Men are experts, managers, and powerful.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">And the women?<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">The women make the most of cleaning the home, and of course, make sure to look nice for their husbands.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">This gender divide affected and effects of the sex roles assigned to men and women and infiltrate society at large and reflect the social order that keeps men and women unequal. We say no more!<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">We gave graphic artist Ofra Kobliner few old adverts and asked her to rectify the past.<\/p>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">&#8220;I Found Her in the Newspaper&#8221;<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">&#8220;Yes, she is an excellent secretary,&#8221; said the big boss that appears to have been pulled out of Mad Men. &#8220;I got her in an ad I published in &#8216;Haaretz'&#8221;.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21286\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/01.1.jpg\" alt=\"\" width=\"600\" height=\"850\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.1.jpg 600w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.1-212x300.jpg 212w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.1-424x600.jpg 424w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">And&#8230; Hocus Pocus!<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">The secretary has changed from &#8220;Her&#8221; to &#8220;Hom&#8221;, and instead of Don Draper, we have Peggy Olsen<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21288\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/01.2.jpg\" alt=\"\" width=\"600\" height=\"850\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.2.jpg 600w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.2-212x300.jpg 212w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/01.2-424x600.jpg 424w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">There&#8217;s more than meets the eye in Haaretz.<\/p>\n<figure id=\"attachment_21227\" aria-describedby=\"caption-attachment-21227\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/haaretzbig.jpg\"><img decoding=\"async\" class=\"wp-image-21227 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/haaretz500.jpg\" alt=\"\" width=\"500\" height=\"367\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/haaretz500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/haaretz500-300x220.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21227\" class=\"wp-caption-text\">Advert for &#8220;Haaretz&#8221;, 1962. From the Eri Wallish Collection<\/figcaption><\/figure>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">Do You Find It Difficult To Wash the Dishes Standing Up, Sir? You Can Do the Washing Sitting!<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">It&#8217;s so much easier to the chores sitting down.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Don&#8217;t you think?<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21282\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd1.jpg\" alt=\"\" width=\"503\" height=\"862\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd1.jpg 503w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd1-175x300.jpg 175w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd1-350x600.jpg 350w\" sizes=\"(max-width: 503px) 100vw, 503px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Well if it&#8217;s so easy, the mister can do it just like you, sister.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21284\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd2.jpg\" alt=\"\" width=\"503\" height=\"862\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd2.jpg 503w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd2-175x300.jpg 175w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/\u05db\u05dc\u05d9\u05dd2-350x600.jpg 350w\" sizes=\"(max-width: 503px) 100vw, 503px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">You&#8217;re welcome.<\/p>\n<figure id=\"attachment_21252\" aria-describedby=\"caption-attachment-21252\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/dishesbig.jpg\"><img decoding=\"async\" class=\"wp-image-21252 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/dishes500.jpg\" alt=\"\" width=\"500\" height=\"429\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/dishes500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/dishes500-300x257.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21252\" class=\"wp-caption-text\">From the book &#8220;How to Cook in the Land of Israel&#8221; by Dr. Orna Meir, 1937.<\/figcaption><\/figure>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">Imagine It&#8217;s a Pasta Machine<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">Roll the garment for freshly rinsed and wrung washing!<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21270\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/03.1.jpg\" alt=\"\" width=\"600\" height=\"850\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.1.jpg 600w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.1-212x300.jpg 212w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.1-424x600.jpg 424w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">You, sir, can also easily rinse and wring your pants in the home washing machine.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21272\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/03.2.jpg\" alt=\"\" width=\"600\" height=\"850\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.2.jpg 600w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.2-212x300.jpg 212w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/03.2-424x600.jpg 424w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Don&#8217;t forget to iron.<\/p>\n<figure id=\"attachment_21236\" aria-describedby=\"caption-attachment-21236\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/kvisabig.jpg\"><img decoding=\"async\" class=\"wp-image-21236 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/kvisa500.jpg\" alt=\"\" width=\"500\" height=\"367\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/kvisa500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/kvisa500-300x220.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21236\" class=\"wp-caption-text\">An advert for the &#8220;Zach 3&#8221; washing machine, the late 1950s. From the Israeliana Collection of Hedi Or<\/figcaption><\/figure>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">And Now We Are Free<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">Do we have news for you! Once upon a time before Passover, you were a slave! Now thanks to this excellent floor soap&#8230; you&#8217;re still a slave.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21274\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/04.1.jpg\" alt=\"\" width=\"380\" height=\"900\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.1.jpg 380w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.1-127x300.jpg 127w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.1-253x600.jpg 253w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">This time, the men will wash the floors too!<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21276\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/04.2.jpg\" alt=\"\" width=\"380\" height=\"900\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.2.jpg 380w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.2-127x300.jpg 127w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/04.2-253x600.jpg 253w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">It&#8217;s really time you broke free.<\/p>\n<figure id=\"attachment_21231\" aria-describedby=\"caption-attachment-21231\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/horinbig.jpg\"><img decoding=\"async\" class=\"wp-image-21231 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/horin500.jpg\" alt=\"\" width=\"500\" height=\"597\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/horin500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/horin500-251x300.jpg 251w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21231\" class=\"wp-caption-text\">An advert for &#8220;Bareket&#8221;, end of the 1950s. The Shamir Brothers Collection<\/figcaption><\/figure>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">Who Knows the Four?<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">We thought they meant the four matriarchs&#8230;<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21266\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/02.1.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.1.jpg 800w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.1-300x225.jpg 300w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.1-768x576.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">But they really meant the cleaning set of four cleaning products. Any man or woman can use them.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21268\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/02.2.jpg\" alt=\"\" width=\"800\" height=\"600\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.2.jpg 800w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.2-300x225.jpg 300w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/02.2-768x576.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">Any more questions?<\/p>\n<figure id=\"attachment_21248\" aria-describedby=\"caption-attachment-21248\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/cleaningbig.jpg\"><img decoding=\"async\" class=\"wp-image-21248 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/cleaning500.jpg\" alt=\"\" width=\"500\" height=\"670\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/cleaning500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/cleaning500-224x300.jpg 224w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/cleaning500-448x600.jpg 448w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21248\" class=\"wp-caption-text\">The Best Cleaning Items of Paschim, the 1950s. The Shamir Brothers Collection.<\/figcaption><\/figure>\n<h4 dir=\"ltr\" style=\"text-align: justify;\">Treat Yourself!<\/h4>\n<p dir=\"ltr\" style=\"text-align: justify;\">This refreshing and easy recipe for cold avocado soup will give you some extra time for yourself, ma&#8217;am.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21317\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/05.2-1.jpg\" alt=\"\" width=\"900\" height=\"600\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.2-1.jpg 900w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.2-1-300x200.jpg 300w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.2-1-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">And for the househusbands among you.<\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21278\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/05.1.jpg\" alt=\"\" width=\"900\" height=\"600\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.1.jpg 900w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.1-300x200.jpg 300w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/05.1-768x512.jpg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/p>\n<p dir=\"ltr\" style=\"text-align: justify;\">You&#8217;ve earned it!<\/p>\n<figure id=\"attachment_21244\" aria-describedby=\"caption-attachment-21244\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/avokadobig.jpg\"><img decoding=\"async\" class=\"wp-image-21244 size-full\" src=\"https:\/\/blog.nli.org.il\/wp-content\/uploads\/2018\/03\/avokado500.jpg\" alt=\"\" width=\"500\" height=\"667\" srcset=\"https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/avokado500.jpg 500w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/avokado500-225x300.jpg 225w, https:\/\/blognli2026.moonsite.co.il\/wp-content\/uploads\/2018\/03\/avokado500-450x600.jpg 450w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><figcaption id=\"caption-attachment-21244\" class=\"wp-caption-text\">A recipe booklet by &#8220;Vita&#8221;, the 1970s we suspect.<\/figcaption><\/figure>\n\n","protected":false},"excerpt":{"rendered":"<p>In honor of International Woman&#8217;s Day, we attempted to rectify old adverts we found in the archives.<\/p>\n","protected":false},"author":8,"featured_media":21763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[217,1857],"tags":[],"tags2":[],"class_list":["post-21346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-land-of-israel","category-meragesh-en-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IWD Special: Fixing the Sexist Ads of the Past!<\/title>\n<meta name=\"description\" content=\"In honor of International Woman&#039;s Day, we attempted to rectify old adverts we found in the archives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blognli2026.moonsite.co.il\/en\/sexistads\/\" \/>\n<meta property=\"og:locale\" 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