As someone who finds TV commercials far more interesting than the programs wedged between them. I have noticed more and more advertisments are aimed at the "successful woman." If you believe the ads, which I do, the successful woman has many more things to do before she can achieve the upward mobility we are all striving for.
In bygone years a woman's success depended on what kind of wax she put on her kitchen floor or brand of detergent she used to wash her husband's shirts. She was judged on the soup she served her kids for lunch, and how many cavities her child had when he came home from school.
But as more and more women entered the business world, the people charged with selling products had to switch gears and aim their commercials at the female population which was trying to reach the top of the ladder in the executive suite.
The new message was that in order to be successful woman your hair had to be fresh and neat at all times. You had to use the right facial cleanser before you retired to bed at night, and the seams of your stockings always had to be straight.
The successful woman is not only judged by her performance as a businesswoman, but whether she is using the correct pain reliever when the pressure gets too much.
She'll never make it in a man's world unless she buys certain bath oil or rubs her hands with a reliable hand lotion. And, of course, she must watch her figure at all times. This means taking plenty of vitamins and minerals and wearing the right girdle to keep the bulges from showing up in the wrong places.
According to the TV commercials, the ultimate in success for a businesswoman is her ability to choose the correct wine to serve for a romatic evening after a grueling day.
How do I know this?
My favorite commercial, which is getting a big play on television these days, shows a man and a woman in a luxurious suite at the Waldorf Astoria. He's in a tuxedo, and she's in a very chic black evening gown with long pearls, talking to her London office, telling them she will fly over in the morning and straighten out the problem, whatever it is. As she's talking on the phone, the man takes a bottle of wine out of a bucket, and pours her a glass, which she acknowledges with a nod, and continues her business on the phone. The message is that this is the wine all successful women prefer, even if they have to speak to London late at night.
Unfortunately, since TV commercials are so expensive, we never see what occurs after the woman gets off the phone.
Since you get the feeling from the setting that the couple isn't married, you wonder what will happen next.
I can only believe it ends like this:
"You look beautiful in that evening dress," the man says as he kisses her earlobe.
"Darling, pour me another glass of wine while I call Tokyo."
"Forget about Tokyo. The night is young and we're in this beautiful $300 suite, which only successful women like you can afford." He kisses her on the neck.
"Stop that. I have to call Carstairs in Tokyo before the market closes to tell him that Winthrop is going to pull a fast one in Geneva, unless we get Goldfarb in Hong Kong first."
"But what about us, and the wonderful things we planned to do after dinner? What about the delicious wine you ordered?"
"Put it in my briefcase. I'll drink it on the way to the airport tonight."