Presenting the Losers

Since the 1930s stewardesses had been ubiquitous in airline advertising. But by the 1960s they carried even more figurative weight as the embodiments of airlines' mass-marketed personalities. Gone were generic references to friendly staff alongside offers of specific services and amenities; in came promises of a hand-picked servant for every passenger. An advertisement for Eastern from 1967, for instance, titled "Presenting the Losers," pictured a group of nineteen applicants whom the carrier had rejected for stewardess positions. The attractive, slender, and well-groomed "losers" were distinguishable from "winners" only by their frowns and lack of airline univorms. The text explained that they "were probably good enough to get a job practically anywhere they want," but that because of its high standards of appearance, intelligence, and personality, Eastern turned down nineteen desirable candidates for every exemplary one hired. With mock defensiveness, the ad read, "Sure, we want her to be pretty... don't you? That's why we look at her face, her make-up, her complexion, her figure, her weight, her legs, her grooming, her nails and her hair." In addition, Eastern boasted, it screened each applicant for "her personality, her maturity, her intelligence, her intentions, her enthusiasm, her resiliency and her stamina." With such an exhaustive list of qualifications, readers may have marveled (or doubted) that women so wondrous existed, let alone would serve them on Eastern.