Lois' Things That Make You Go Hmmm
Some of Lois' campaigns were less than enlightened by today's standards. It is doubtful that a jeans ad suggesting what could be misconstrued as poking fun at assault would pass today without a public uproar. Likewise, would the public go for an ad styled after a flyer found at the back of the local newspaper?
Also unusual for his campaigns, Lois’ take on Playboy’s “now” woman is seen as a retrograded representation of desire. Heels and back-seam hosiery is apparently what men wanted and comfortable women should be a thing of the past. Similarly to the Zena Jeans campaign which seems to play with the catty yet seductive stereotype. It is yet another attempt to make women more amusing.
These ads were few and far between the iconic feminist statements. But they do exemplify a tolerance for the gaudy archetype that Lois would occasionally indulge.