Yashica 44… a ladies camera?

Any doubts that Yashima-Yashica was marketing to women for their new smaller 4×4 cm twin-lens reflex camera are erased once you see the cover to the sales flyer.

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In a male dominated society, Yashima-Yashica needed to leave no doubts as to who these new smaller and lighter cameras were for.

Normally sales flyers and brochures in the late 1950s were geared to and appealed to the male buyer. In all fairness, it was likely that’s who took most of the photographs during that period. Yashima-Yashica’s direct pitch to Japanese women was an attempt to tap the vast market of female buyers.

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As we understand it, the 44 model came in at least 7 or 8 colors!

Even though the front of the flyer was simple and left no doubt as to who the buyer would be – the reverse of the flyer was still detailed and quite technical. It’s possible that the camera was designed for the wife to use for taking pictures of the children (while the husband was off at work all day) but still detailed enough for the husband to feel comfortable purchasing. Just our take on things.

Thanks again for your visit – as always we appreciate any and all comments. In the interest of fair play, we ask that you do not copy the images and include them in your blog or post without asking for permission – thanks! ^.^

2 thoughts on “Yashica 44… a ladies camera?

  1. This reminds me of the research I did on the Nikon EM before doing a write-up on my site. It was a camera that was marketed to women. The camera feature I think they thought women would like was the beeping the camera made with the image would be over/under exposed.

    Liked by 1 person

    1. It is amazing the little things that the marketers would think of to appeal to one gender over another. And some are more obvious. I’m thinking there’s more than a few young ladies that bought the Fujifilm Instax Mini ‘Hello Kitty’ camera.

      Like

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