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1950s: SANKA DECAFFEINATED INSTANT COFFEE.
A campaign by General Foods in the National Geographic. The product was launched in 1947. This ad is probably from the middle 1950s, when cowboy outfits for boys were all the rage.
Once again it is taken as given that spanking is unjustified and unnecessary, and happens only because parents are under stress -- in this case caused by caffeine.
Perhaps to suggest that we should not take this rather implausible idea too seriously, the main picture introduces a surreal note. Junior has strapped a pillow over his spanked bottom, so that he can sit down with less discomfort. This humorous touch also helps to lighten the tone of what might otherwise seem too distressing an image of a crying child.
Copyright © C. Farrell 2003
Page created January 2003