Crowning Glory

1936
Sound
14m

Limp-haired lover Betty rekindles romance with dashing Dick by swapping to Amami Shampoo and Wave Set in this 1930s advertising film.

Blonde beauty Betty isn't making the best of herself. But by swapping to Amami Shampoo, she revitalises her hair and reignites the flames of passion in dashing beau Dick. This sprightly film - ostensibly shot by a hair-obsessed filmmaker - advises country girls to carry Amami Wave Set in their rucksacks. Meanwhile city girls who use it lend 'beauty to the sombre dignity of our great cities'.

As is made clear by this film, 1930s women were encouraged to wash their hair just once a week. Other days were set aside for a wave set, while 'Friday night is Amami night'. Look out for a brief early appearance by roguish Terry-Thomas as a louche ladies' man.

What Women Want?

Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.

In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.

There's no getting past the fact that women have all-too often been patronised and objectified by a male-dominated advertising industry. But screen advertising also tells (and sells) a more positive story of social progress for women, with increasing social and economic independence. This collection tracks the ups and downs of female empowerment in the 20th century, with its false steps as revealing as its forward ones.