American Airlines launched this ad campaign back in the 1960’s. The idea behind the campaign was to try and capture the ‘nice’ personality of the cabin crew, however by giving Sandy Norris an extremely simple monologue to follow, it simplifies the nature of her job and instead maintains its focus on her image.
Alongside the televised advert, American Airlines also had various published adverts which read as ‘we’ve hired 15,873 stewardesses since 1933. So let us tell you something about girls. Makeup can change a face, but it can’t change a personality. If she does, you get that special service. If she doesn’t, we both pay.’