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Calling Mrs. Consumer!

n an effort to diversify its product line, International Harvester began selling freezers and refrigerators in 1947, and its advertising reflected the change. The company invented the term “femineered” to indicate its responsiveness to the needs of female consumers. This poster shows women as happy customers rather than as eye candy for male buyers.

See similar posters: Iconography

Click on image for larger version
Photolithograph, 1951
Unknown printer (United States) for
International Harvester Co. (Chicago)
38" x 28"

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