Advertisers have long understood this, and sought to exploit it. This 1932 ad was directed, not at women, but at potential purchasers of advertising in Redbook. "A woman's hats," the copy reads, "are not bought to keep the rain off, nor ... to please the woman. They are bought for people to look at. And 'people' usually means 'men'. [So] back of her, when she buys, stands the shadow of a man, ready to help or hinder the sale."