100 years ago in Spokane: Women don’t know anything about cars, society columnist claims

From our archives, 100 years ago

The Spokesman-Review’s anonymous Society columnist expounded on the subject of auto ads and their appeal to women. She – and most likely the writer was a she, knowing the usual makeup of the Society page staff – was particularly taken with an illustrated ad showing an elegant woman riding in an auto.

“The feminine purchaser sees herself (as) the sylph in the tonneau and rides around in that make of car forevermore picturing herself as the coy creature on the back seat.”

The columnist said some off these ads were pitched differently than they would be to men.

“Women know little or nothing about machinery. A race so unmechanical that it never even winds its watch knows little about the inner workings of the modern miracle of gas and electric cars. Gears and pistons, transmission and cylinders, carburetors and all things of such nature are mysteries to the feminine intellect. But they do know a ducky monogram when they see it. They do love 14-inch upholstery and they like to ride around in a limousine that looks like a grand piano, its finish fine and shiny.”

The columnist did, however, note that this stereotype did not always hold true.

“Once in a while there is an exceptional member of the sex who knows something about the mechanical features of her car. When he meets her, the automobile man heaves a prayer of gladness, for he can sell his car to her by straight methods, and not on the insignificant details that the manufacturers scornfully call ‘talking points.’ ”