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Airline steward12/8/2023 In fact, the 1978 deregulation of the airline industry meant the end of the sexy stewardess era. So the term “stewardess” even fell out of fashion in favor of the more gender-neutral “flight attendant.” Stewardesses rallied for better pay and working conditions…and less provocative uniforms. With airlines free to set their own ticket prices, the different airlines could compete with each other on cost, not on the hotness of their stewardesses. It wasn’t until the deregulation of the airline industry in 1978 that working conditions began to change for stewardesses. Stewardesses were forced to put up with sexual advances and groping while on the job, as they were wearing sexually provocative uniforms, such as short-shorts. A flight attendant's primary job is to keep airline passengers and crew safe. While it's true that flight attendants tend to the comfort of their passengers, there's much more to this career. Fly Me.” All of these advertising campaigns were designed to play into the sexy stewardess/mile-high fantasy that was prevalent among travelling businessmen. Being a flight attendant (formerly known as a 'steward' or 'stewardess') involves more than just serving drinks. They include taglines such as, “Does your wife know you’re flying with us?”, “How do you like your stewardess?”, “I’m going to fly you like you’ve never been flown before”, and “I’m Cheryl. Advertisement and commercials of the time are full of sexual innuendos aimed at the travelling businessman. As airlines competed for the mostly male business travelers, they marketed their sexy stewardesses.
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