The 1970s were a different world when it came to advertising. Companies, including household names like Sears, ran ads that would never fly today. Whether it was outdated gender roles, questionable product safety, or just plain bizarre marketing choices, these ads reflected an era where people didn’t think twice about messages that would now cause a public outcry. Sears, once the king of mail-order shopping and department store dominance, had its fair share of eyebrow-raising ads. Let’s take a look back at 13 Sears magazine ads from the ’70s that would cause an uproar today.
1. Athletic Wear Ad
In the ’70s, athletic wear wasn’t just about function—it was marketed with plenty of outdated gender stereotypes. One Sears ad promoting workout clothes featured a rugged-looking man in a gray sweatsuit and a woman in a brightly colored, skin-tight leotard. The tagline? “Men Sweat, Women Glow—Stay Stylish While You Work Out!”
The implication was clear: men’s athletic wear was designed for performance, while women’s was all about looking good. The ad pushed form-fitting bodysuits and leg warmers for women, with not a single mention of comfort or functionality. Meanwhile, the men’s section emphasized toughness and durability, with ads showing guys running, lifting, and sweating, while women were often posed lightly stretching or smiling mid-aerobic routine.
2. “Every Little Girl’s Dream Kitchen” Ad
In the 1970s, Sears marketed play kitchens almost exclusively to girls, reinforcing the idea that cooking and homemaking were women’s work. One particular ad featured a smiling young girl in a frilly dress, proudly standing next to her brightly colored plastic stove and sink set. The tagline? “Every Little Girl’s Dream Kitchen—Start Practicing for the Future!”
The ad played right into traditional gender roles, implying that little girls should be preparing for a lifetime of cooking and cleaning while boys were off playing with trucks, action figures, or science kits. Some versions even included fake grocery lists, mini brooms, and pretend irons—because, of course, a young girl needed to practice housework. Meanwhile, there were no equivalent toy sets encouraging boys to learn household skills.
3. Baby Furniture with Built-In Ashtrays
In the ’70s, smoking was still common inside the home, and Sears even sold baby furniture with built-in ashtrays. Yes, there were cribs, changing tables, and rocking chairs designed with a spot for parents to park their cigarettes while tending to their infants.
Nowadays, the idea of marketing anything baby-related alongside smoking is unthinkable. The ad practically screams, “Secondhand smoke? Never heard of it!” Today, this would be a lawsuit waiting to happen.
4. Beauty Ad Promoting Tanning Without Sunscreen
In the ’70s, nobody talked about sun damage. Sears ran ads selling sun reflectors and tanning oils with headlines like: “Get That Deep Bronze Look – No SPF Needed!” The ad encouraged women to bake in the sun as long as possible, promising a “California glow.”
Fast forward to today, and we now know that excessive sun exposure leads to skin cancer and premature aging. If a company ran an ad today promoting sunbathing without SPF, dermatologists—and the general public—would be up in arms.
5. “Husbands, Buy This for Your Wife” Kitchen Appliance Ad
The idea of a husband buying his wife a household appliance as a gift was all over Sears’ advertising in the ’70s. One particularly cringe-worthy ad featured a woman smiling next to a brand-new washing machine with the tagline: “A Gift She’ll Love: Because It’s Practical!”
Modern audiences would immediately see this as condescending. Today, if you’re buying a vacuum or blender for your spouse, it better be because they specifically asked for it, not because you assume it’s their dream gift.
6. Gun Ads in the Sears Catalog
Sears once sold rifles and shotguns right alongside bicycles and toys in its catalogs. You could literally order a firearm from the same place you bought your back-to-school clothes. The ads were casual, featuring kids handling rifles or families posing with shotguns next to their station wagons.
Nowadays, gun advertisements are highly regulated, and the idea of featuring children with firearms in a retail catalog would be an immediate scandal.
7. “The Ultimate Luxury: Real Fur Coats” Ad
In the 1970s, fur coats were the height of luxury, and Sears didn’t hesitate to market them as a must-have fashion statement. One particular ad featured a glamorous woman draped in a full-length mink coat, with a tagline like “The Ultimate Luxury—Indulge Yourself in Real Fur”. Another version showcased an entire family—mother, father, and even children—each wrapped in matching fur-trimmed coats, promoting fur as a timeless, sophisticated choice for everyone.
Back then, wearing real fur was a status symbol, and Sears proudly advertised coats made from mink, fox, rabbit, and even raccoon. There was little concern about animal welfare or ethical sourcing; the focus was entirely on style and prestige. Today, an ad like this would face immediate backlash from animal rights activists, environmentalists, and consumers who reject fur as cruel and unnecessary. With many designers banning real fur and laws restricting its sale in some areas, the idea of proudly promoting fur as “luxury” is something Sears—and many other retailers—would never dare to do now.
8. “Safer Than a Babysitter” Playpen Ad
In the 1970s, Sears marketed playpens as the ultimate solution for busy parents, often implying that they were a complete substitute for supervision. One particularly questionable ad featured a smiling mother in the background, enjoying a cup of coffee while her baby sat inside a large, wooden playpen. The tagline? “Safer Than a Babysitter—Give Yourself a Break!”
The message was clear: just pop your baby in the playpen, and you won’t have to worry about them. Some ads even emphasized how parents could go about their day—cooking, cleaning, or even stepping outside—without having to constantly check on their child. Of course, this completely ignored the reality that playpens had hard wooden bars, gaps where tiny arms and legs could get stuck, and in some cases, even collapsible sides that could trap a child.
9. “Safe and Fun” Chemistry Sets with Actual Chemicals
Sears once sold chemistry sets loaded with real, potentially dangerous chemicals. The ads boasted about all the cool “scientific experiments” kids could do, with zero mention of the fact that some of the included substances were flammable or toxic.
Modern chemistry kits have been heavily reworked to remove anything hazardous, and no company today would casually sell volatile chemicals to kids. This is a prime example of how much safety standards have changed.
10. Cigarette Ad Featuring a Doctor
Yes, Sears sold cigarettes, and they even ran ads featuring doctors recommending specific brands for their “smooth taste.” These ads reinforced the idea that smoking was normal and even healthy.
This kind of marketing is unthinkable today. Tobacco advertising is heavily restricted, and linking cigarettes to medical professionals would create an instant scandal.
11. “Her Perfect Wardrobe” Style Cabinet Ad
In the 1970s, department stores like Sears marketed furniture not just for function but with clear gender roles in mind—especially when it came to clothing storage. One particular ad featured a glossy, multi-door “Style Cabinet”, filled with neatly arranged dresses, handbags, and accessories, with the tagline: “Every Woman’s Dream—A Wardrobe Built for Her Needs.”
The messaging reinforced the idea that a woman’s clothing collection was a central part of her identity, implying that owning an extensive, well-organized wardrobe was not just a luxury, but an expectation. While men’s clothing storage was often limited to a simple dresser or a sturdy closet, these style cabinets were advertised as a necessity for women—because, of course, she needed endless space for her dresses, scarves, and heels. Some versions even included built-in vanity mirrors, reinforcing the idea that a woman’s primary concern was how she looked.
12. “Boys Play Rough” Toy Ad
Sears ran plenty of ads reinforcing traditional gender roles, but one particularly infamous toy ad showed boys playing with rugged, outdoorsy toys, while girls were shown with dolls and kitchen sets. The tagline? “Boys Play Rough—Give Them the Toys to Match.”
Today, gendered toy marketing is under heavy scrutiny, and companies are moving toward more inclusive advertising. An ad like this would be widely criticized for reinforcing outdated stereotypes.
The 1970s were a time of bold, unfiltered advertising, but looking back, some of those ads wouldn’t last a second in today’s world. Whether they were tone-deaf, dangerous, or just plain bizarre, these Sears ads remind us of how much times have changed. What vintage ads do you remember that would never fly today? Let’s talk about the ones that make us wonder, What were they thinking?
