Commonly, it dressed in reasonable-clipped attire or bathrobes and in intimately alluring poses as they organized decorative mirrors in one give and Stomatol tooth paste regarding the almost every other
Despite sounding confident, Stomatol did not offer users versatility of preference; as an alternative, they framed the quest for charm while the a personal and you may national responsibility, which have anybody who refused to buy what they are offering getting labelled since idle and thoughtless. Associated these statements have been photo regarding stereotypical blond-haired, blue-eyed Swedes, with pen slim eyebrows, like jewellery, reddish lip stick and you will shiny teeth. So it autoerotic gaze subverted the conventional “male look” and you can showcased a modern-day expression of females that the experience to understand themselves (Runefelt, 2019b). Many national and you may around the globe tooth paste names became into the comparable social bullying projects at this time, it tended as an alternative to utilize photo away from attractive feamales in the newest style of Movie industry starlettes in lieu of “lady next door” data. Thus, Stomatol stood aside with its canniness to focus on recently emancipated Swedish lady by the emphasising everyday lady once the “way of living models” off trusft (Schweitzer, 2004).
Thanks to including emotive phrases, Stomatol considering the latest possibilities to girls consumers consistent with their the fresh freedoms and you will liberty when you look at the Swedish community: an opportunity to browse stunning, yet also to care for healthy relationship with individuals
We come across a very clear exemplory instance of it during the a good 1933 Stomatol offer (Figure 5), which, at first glance, will be confused with an informative blog post.