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Wednesday
Feb242010

Another Frigidaire Space Age Advance (1966)

Last month we looked at this photo in a book of 1960's advertisements. It's not immediately clear what women in space helmets have to do with refrigerators, but like we've discussed, positioning a product as "futuristic" means that as a consumer you're able to "buy tomorrow."

Own a piece of the future... with our widget.

Today we have an ad that looks to be from that same Frigidaire campaign. It appeared in the May 5, 1966 issue of Life magazine and touts the Gemini 19 refrigerator-freezer. I'm at a loss trying to think of products today that might co-opt language of the space age. When did the idea of living in space lose its luster?

Ad via Flickr and Google Books.

 

Previously on Paleo-Future:

 

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Reader Comments (15)

This has a whiff of the Doublemint Gum twin thing going on. "TWO sides to this cool fridge... and TWO hot space blondes! The future is here!"

February 24, 2010 | Unregistered CommenterMaximusNYC

Wow, egg racks for more than 2 dozen eggs. I guess the future included low cholesterol laying chickens. Come to think of it, when did you last see an egg rack in the fridge?

February 25, 2010 | Unregistered CommenterAlex O'D

Come to think of it, when did you last see a double-doored fridge?

February 27, 2010 | Unregistered CommenterLiam

Space-travel imagery is still all over the place in children's media and educational programming. There's a PBS sponsor tag for Boeing that uses footage of a Space Shuttle launch with an announcer intoning about our children's future, which seems oddly paleo- to me.

February 27, 2010 | Unregistered CommenterMatt McIrvin

I think you are missing the point.

Space age = age of refrigerators with more space
Not just the tie-in to the space age future.

These Frigidaires are HUGE by previous standards.

February 28, 2010 | Unregistered CommenterDoc

That is one super-efficient fridge! Just look at all the uncovered food! Mmm, slice me some of that week-old turkey, preferably a bit with less salmonella!

March 3, 2010 | Unregistered CommenterBill the Splut

I read your blog all the time and enjoy it a lot ...rarely do I stop to comment. I just have to say... this ad is flawless. What can be more exciting than stewardess twins ready to blast off in their brand new space age spacious fridge?

March 5, 2010 | Unregistered CommenterRebecca Collins

Sadly my fridge is one of these, albeit a "newer" model.

April 28, 2010 | Unregistered CommenterFarley

Wow, I own this fridge! Had no idea it was this old. Mine's avocado green. Retrotastic!

April 30, 2010 | Unregistered CommenterJonathan

Mine is goldenrod yellow with the imitation wood on the handles.

May 14, 2010 | Unregistered CommenterFarley

I love these futuristic vintage photos a lot ...

October 25, 2010 | Unregistered CommenterGeneric Viagra

I am searching for the historical reason behind molded egg racks in fridges? Was it a lack of sufficient packaging from producers? An aesthetic purpose? Health and hygiene reason? I suppose then, the answer might explain why they are no longer a fixture in the fridge. I have a friendly bet going with someone about why the egg rack was invented, so I would be interested in hearing anyones knowledge!

October 29, 2010 | Unregistered Commenterlittlewiseone

I think this is the way how a refrigirator have to looks like...I don't know why but every single year the companies in charged to produce them are trying to make them look pretty but without enough space to introduce all products we need to.
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October 13, 2011 | Unregistered CommenterMatthew Keenan

When did the idea of living in space lose its luster?
The future - man becoming Godlike -(eg. curing cancer, rewiring our dna, eternal youth, flying cars, summer vacations to mars, interstellar travel) as being just over the next hill, optimistically achievable within the next couple of decades from the 60s. Started to look increasingly alot further away as the 80s progressed, finally giving up the ghost by 1990. As the realities of just how technologically complicated and involved making the Godlike-Future would be.


People had assumed the same breakneck speed and easily surmountable technological problems, that had applied to eg. the development of the airplane would continue. It's only in the 80s, that the depth of the technological problems started to be fully understood. Also the devastating appearance of HIV in the early 80s and science's inability to cure it quickly, caused people to reappraise and downgrade the speed of scientific progress. So in short, people's expectations were finally crushed by the realities. What happens after the dream has burst - people get on with more mundane things, or turn inwards eg. the New Age craze of the late80s,early 90s


As someone who is 36(in the uk) and grew up in the the last wave of this postWW2 'the godlike age of man is just around the corner' with its swift tech progress assumptions ive already listed in the culture at large.
It is very interesting to see how you the first generation raised without this realistic expectation of holidaying on Mars, look at that time (the 'space age'). How it baffles you, how its images intrigue you etc.

The funny thing is, the 'future' is now likely to happen towards the end of your lifetimes. *sighs* Im likely to just miss it.

October 26, 2011 | Unregistered Commenterjonbakersalon

*eg. the development of the airplane would continue(from no powered flight to jetplanes in 40 quick odd years. "At this rate of progress, in another 40yrs we'll surely be flying regularly in space")

October 29, 2011 | Unregistered Commenterjonbakersalon

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