Subscribe to our mailing list

* indicates required

The “Sexist” Gentlemen Prefer Hanes Adverts of the 1970s and 80s

Share this:

The ad campaign “Gentlemen Prefer Hanes” spanned over a decade, beginning in the early 1970s and phased out by the end of the 1980s.  Basically, each print advert featured a woman revealing a bit of leg, while a nearby male grabs an eyeful (often unbeknownst  to his wife or date).

It was hugely successful, but by 1991 the senior vice-president of the Hanes ad agency stated they were deciding to “walk away from the whole thing.”  Hanes moved on to another (less successful) jingle: “The lady prefers Hanes”.

Why the change?  I think it’s obvious that, with the changing times, the “Gentlemen Prefer Hanes” campaign was seen as sexist.  A woman should choose her dress based on her own tastes, not the lustful, salivating libidos of men.  Who cares what men prefer – a woman’s appearance should be defined by her own standards, not boner-driven men.  At least that’s the consensus of the times.

Given that the founder of the company, James Hanes, formed The Human Betterment League of North Carolina, which sterilized 7,600 “undesirables”, I think Hanes is guilty of worse crimes than so-called sexism.  In fact, I find the adverts a lot of fun, and given their immense success over the decades, millions felt the same.   So, let’s have a look at the campaign through the years, and set aside our judgment and outrage for just a little while.  Enjoy.

 

1973

1973

 1974

1974

1974a

1975

1975 a 1975 1975b

 

1976

1976b 1976n

 

1977

1977

 

1978

1978

 

1979

1979 1979a

 

1980

 

1981

1981 c

 

1982

1982a

1983

 1983 sidebyside

1984

1984

 

  • Michael Laughlin

    Thanks for sharing these wonderful ads and commercials. The one with the Cinderella theme is my all time favorite. I also liked the one with the secret agent theme. Two others I loved that seem to be lost to antiquity showed a female lawyer on her way to court and a couple taking a walk through the park. Those commercials made quite an impression on me when I was growing up.

  • canaduck

    “Who cares what men prefer – a woman’s appearance should be defined by her own standards, not boner-driven men. At least that’s the consensus of the times.”

    If only.

    • Nogeeks

      Joy killer…