Well, who knew that there weren’t a lot of women who imbibed beer in the 1970s? That is, if we believe Michelob.
There are important questions that must be answered:
1. Who determined that “a lot of women” didn’t like beer? (And this stereotype, despite some progress, has remained a problem in recent years.)
2. How did they decide upon the seven ounce bottle? (And why seven? I mean, if these domestic women drinkers were ostensibly dainty, why not settle for four or five?)
3. Considering that the first shot is very careful to include a gesture of this woman putting down her purse, was this beer an attempt to market to the professional woman? Or the more civilized housewife trying to create a more level gender playing field? (Sentence in this commercial to support the latter rhetorical question: “And he likes it too!” So is the husband the one here making the compromise? Or is MICH VII intended to be the compromise to maintain happy marriages?)
I can find no trace of what happened to MICH VII, although several vintage mirrors seem to be available on eBay.
© 2007, Edward Champion. All rights reserved.