Like It’s Made Just For You

For decades, the advertising industry has profited from highlighting the differences between men and women. And most of the time, it was about both the genders’ wants and not their physical features. But in the ’60s, many advertisers took advantage of women’s awareness of their rights and started designing things specifically for them.

This campaign is about the Parker Jotter pen, a pen designed to suit the size of a girl’s hand, making it seem like they are all in for women’s empowerment. The retracting refillable ballpoint pen is the Parker Pen Company’s second best-selling product after the Hopalong Cassidy ballpoint.