ADVANCE FLASHBACK: SILive's revealing new series of socio-archeological digs into the Staten Island Advance archive. Check out how much things have changed.

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Photos by Rob Bailey and Victoria Priola.

A trip back in time...



STATEN ISLAND, N.Y.-- I don't know what I was expecting when I braved the basement underbelly of the Staten Island Advance, but all I can say is: What I found alarmed me.

But first: Acknowledging that businesses have spent decades sexualizing women for profit is past the point of cliche.

It's commonly accepted that ad campaigns and beauty mags traffic in unattainable physical perfection that seems designed to make females feel inadequate.

It's expected and unfortunately normalized.

But after taking a dusty deep dive into the Advance archive, I have to admit is seems like we've come a long way since the 1950s and 60s. Keep scrolling for proof.

In this slideshow, I'll take you through the advertisements and articles written about and depicting women back in the day.

Starting off, can we talk about how in the wedding announcement section of the paper, the Advance would only publish photos of ONLY the bride? As if to say "Hey, see this chick? Don't talk to her, she's taken."

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'Women are like the weather...'

"Everyone seems fairly well agreed that women are like the weather -- something to be discussed with dull people, cussed at with regularity, foreboded when very cold or overly warm and declared 'not what they used to be' by elderly men."

This would NOT ride in 2018. Yikes.

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"Should a husband be his wife's No. 1 interest?'

I wanted to stop reading this article after the first line: "If he isn't he should be."

But I kept going. The column advises that "a husband wants to feel that he has a real partner who thinks first of him in any situation -- be it fishing or figuring out the family budget. It's when the wife begins to develop a life separate from him that marital trouble starts. The husband feels -- and feels rightly -- that he's being cheated in the partnership."

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Apparently, 'The Girls' used to clueless

Today, there are millions of female college professors, professionals and influencers/mentors giving lectures across the globe.

In 1961, a comic called "The Girls" published a strip on two female characters telling a lecturer: "You certainly gave us our money's worth. There was hardly a single thing in your lecture we understood."

I'm thankful for progress.

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Move along, ladies, nothing to see here ...

The intro to Uncle Wethbee's column reads "If all the ladies will kindly leave the room, I'd like to have a few words with the men. (That's it. Close the doors, girls. And no peeking."

My first thought reading this: "Are you kidding me?"

Turns out, the column was talking about what to get "a special lady in your life" for Mother's Day.

To no surprise, the consensus was an electric appliance or laundry detergent.

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Real women don't camp?

"Of course, there are some instances in which this picture would be overdrawn. Some men take over the cooking and some children wash the dishes and pots and pans but this is usually sporadic. In most cases, the main responsibility is the woman's."

I have two words for you: Working. Moms. Making a family takes equal parts, so equal parts should contribute.

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All you need is a husband

Unfortunately, this is not in the satire section.

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Before 'No' meant 'No!'

This headline left me triggered. Ladies, you might want to sit down for this one.

An advice column under the headline "Young Girl's Firm 'No!' Turns to 'Nooo..., 'No?'" goes into how a woman with standards can easily fall into a path of disappointment.

Well, she ain't wrong.

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Working 9 to 5 has changed

"Good labor relations mean nothing to the boss...He'll ask you to take dictation right in the midst of doing your nails."

Now, fast-forward 60 years, and there are female CEOs. Take that, patriarchy.

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Getting right to the point.

This ad reading "How To Marry Off Your Daughter" suggests giving her the wedding of her dreams can cost you 25 cents. What a time to be alive.

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This is a cartoon showing a "lazy" housewife getting "fake" busy when her husband comes home.

Do you, mama.

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And you thought Spanx were punishing

If you had a zipper in the front of your girdle, you were in.

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Pre-Ashley Graham swimsuit modeling

There are too many cringe-worthy parts of this article to point out but we can start here: "The two-piece suit is flattering to the tall, slim woman, unless her ribs are too prominent."

Oh, good to know, and the girls "who have a few extra pounds should avoid extremes."

So, basically, sit inside.

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Stand proud, women!

OK, not gonna lie, this made me LOL. When I came across this article on how women should embrace their height the archives, I thought to myself "Wow, what a step in the right direction! Good job, beauty writers of the past!"

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Then I turned a few pages and found this.

Ha. That didn't last very long.

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I cannot name one woman I know that is this attached to floor wax.

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Say no to wrinkles.

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PSA: Women had a very healthy relationship with kitchen appliances.

During our look through the archives, there were an overwhelming amount of advertisements and cartoons depicting women falling in love with household appliances.

These images were the building blocks of a narrative putting a woman's place in the kitchen and it's almost too cringey to bare.

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Ad: 'We have the gift she really wants...'

Me: "Equal pay? Better education? A stop to blatant sexism in society?!"

Ad: "A BEAUTIFUL NEW KITCHEN!"

Oh.

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In that moment, fat-shaming was born.

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You need a man to get dressed

This comic reads "But Carol, you'll have to get married some day -- your parents won't always be around to zip you up the back."

I just eye rolled so hard, mountains shook.

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Do you measure up?

At first, I thought the tape measures around this cartoon were snakes. I was ready to read some bad-a** column on how to unleash your inner Medusa.

My expectations were met with diet tips and disappointment.

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Not all heroes wear capes.

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"I want something good enough to make my husband forget a $39.75 bill for a dented fender.

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She's so emotional

I wish I can tell you this is a piece from The Onion.

"The father of an attractive 20-year-old brunette who was jailed yesterday for holding up the police station in Newton, N.J., Sunday with a shotgun and threatened to kill herself and every cop in sight, blamed his daughter's actions on a love affair that turned out badly."

Mental health? Nah. It's probably over a boy.

Sigh.

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Why does the little boy drawing look normal and the little girl looks like some sort of exotic flower?

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Fretting over freckles

Nowadays, young girls worry about getting through school, fitting in and living a successful life.

In 1957, freckles were the enemy that needed to be stopped.

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"Mom Encourages Daughter To Date Old Family Friend," because you know, why not?

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I wish kitchen appliances made me this happy.

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'Pots and pans can be fun!'

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The Nicholas Sparks-level love affair between woman and machine continues, I suppose.

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Two boys stare an a sculpture saying "So thats what they look like undressed."

This is much easier than the "birds and the bees" talk, I'm sure.

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"Clothes Should Hide Flaws, Create Flattering Illusion."

Or they should just do what they were made for and be worn for comfort.

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OK Penney's, I'm calling you out (I'm also aware I'm 60-plus-years too late). How were women expected to wear fur on gowns in the summer time? Have you been to Midland Beach on a summer afternoon? Going there in jeans is a nightmare let alone this whole getup. Just sayin'.

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"How pretty can I girl feel," you ask?

As pretty as Toilet Water. I'm glad this is where the standards are.

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I have so many questions.

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"At last, a really pretty cotton bra only $2.50 that does wonders for you and holds a perfect shape even after months of machine washing!"

Wait, are we still talking about the bra? Can't tell.

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Caption: "I understand you give the kind of an estimate a person can face her husband with."

If getting triggered by this is wrong, I don't want to be right.

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Mother? But I thought dad was the one with all the answers?

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An age-old question.

Do boys and girls find it difficult to understand each other?

Well, see thats a loaded que-YES. Haven't you heard? Men are from Mars, women are from Venus.

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Apparently, no one had time for dull skin.

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Loose fitting lingerie is the worst. You know what also grinds my gears? Oppression.

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This ad for stockings really says "Seamless legs look smarter! Seamless legs look slimmer!"

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"Timing"

If only the mailbox, The first of every month

There'd be a friendly letter among the bills just onth.

How happily I'd carol, all bubbly and blithe with one communication or sentiment and spithe.

I beg you, friends, please write me the end of any month. It's just about my only fun when I am in funth.

Is that not the most depressing thing you've read today? Yikes.

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Can someone say equal pay? Apparently not.

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New groom, who this?

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"The key to an enhance bosom line for a slim-jana is muscular development."

Thank you for delivering the news that matters. Tell me more.

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What does beautify your chest even mean?

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According to this ad, women are hard to please but easy to depict.

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This ad is...uncomfortable.

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...what is this?

I would love to know how this shot was taken.

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Grant City Pharmacy advertises its cosmetic selection "to help make her even lovelier!"

How about...no?

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I feel like mothers have more to worry about than the difference between liquid and powder detergent.

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One of these things is not like the other. One of these people are dressed.

The Garber Brothers clearly know their audience.

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This ad for Siroil shows a woman in a living room setting saying "You'd never know I had psoriasis."

Apparently, the people making these ads don't know that women aren't always in the house.

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Forget diamond rings, try sterling silver spoons!

Apparently a certain type of silverware is the "overwhelming choice of brides."

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Who was the one that said "You know what would look good with this ad? An upside down baby! Yep, let's run it."

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WOW. While moms across the globe are teaching their sons how to respect women, have a solid work ethic, maintain a home and how to take care of themselves, this dad is showing him how to make a model airplane.

A+ effort, dear sir!

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This poem by Ellen Meredith Wise reads "Between two loves and you can't quote choose? For one's a honey / And one's got money/ Oh, darling, what awful luck.

Whatever you gain you are certain to lose/ Since honey is sticky/ And money is tricky/ Whichever you take, you're stuck. / Honey is Heaven, its lure is stronger/ But a taste of money will linger longer."

These were the only decisions plaguing the minds of women in 1957, apparently.

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"Pretty figures" were the standard in '50s advertisements.

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In this cartoon, the male character says to the female "Look, miss, I said I'd stand back here and watch your backswing...Not your back swing!"

This reminds me of what you'd hear on the streets of NYC (that and much worse.) You'd think someone would be safe to walk on a golf course but apparently not.

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It's not all derogatory...

Half-way through the archives for 1957, I saw this full page ad that had an uplifting message for women.

Under the text "Who has replaced the vamp?," the ad reads:

"She's as extinct as the dodo -- this sultry vamp of the '20s. She went out with black silk stockings and 'Yes, we have no bananas!' And she has been replaced by a much more exciting young lady. The heroine of 1957 is quite a gal. She has tossed away fun and feathers and taken on new jobs and new responsibilities. She's versatile, too. In shorts and halter, she can paint a kitchen and be fresh and frail an hour later in nylon tulle.

She can manage a home and raise a family without confining her interests to four walls and diapers. She knows as much about local-owned;, national and world affairs as her husband: Usually does more about them than he. Often she helps earn the family income -- always has a big say in spending it. And whether or not a family has a regular savings program depends a lot on her. She's the mainstay of our community.

That's why so many women today are helping their husbands get started on a regular U.S. Savings Bond investment program. They appreciate the feeling of security that such a program guarantees. They know that U.S. Series E Savings Bonds are one of the best investments a family can make. The principal invested in Bonds is safe -- not subject to market fluctuations. And the returns are sure. Both guarantees by the greatest nation on Earth.

If you're one of today's efficient, modest, young heroines undoubtedly, remember -- one of the best ways to do something about it is to encourage your husband to invest in Savings Bonds."

Luckily, this wasn't the only time women were seen as more than homemakers.

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Ahead of her time

"Tomorrow she may be lassoing a big job in the nuclear energy field... that's if you can afford to send her to the right colleges. And you will be able to give her the kind of education she deserves if you save steadily now and in the years ahead at PRUDENTIAL."

Annie Oakley is a boss.

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Early activism?

I thought this image was going to be an empowering message for women to stand up against the stigma that their place is in the kitchen but it ended up being an ad for ceramic tile.

Hey, one step at a time.

The ad reads"Why should you have the drugery of waxing and polishing? Of painting and redecorating? No need to when you have ceramic tile installed."

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Edgewater Savings, once located at 45 Beach Street and 154 New Dorp Lane , ran ads that supported the idea of women going out into the working world to make money and travel. For once, a woman is not depicted in a domestic environment.

"Girls of every age have plans. Very young ladies are thinking about going to college when they grow up. Grown-up girls may be planning on anything from travel to a trousseau and plans like these all take money."

THIS. This is what we need more of. Sure, 2018 has had its faults but I truly believe there is much more attention being brought to the education and well-being of women, despite the almighty "patriarchy."

I'd like to think this was feminism in its earlier form. I'd like to think there were a group of people who understood that things needed to change.

Although it has been gradual, society has come a long way from 1957 -- but we still have a long way to go.