Coffee, Tea or Tails?

Continental Air Lines ran into heavy turbulence last week when it an nounced a new advertising slogan: "We really move our tail for you." Not surprisingly, Continental flight attendants detected sexist innuendoes, and at a Dallas presentation of the new campaign, handled by the advertising firm of Benton & Bowles, irate stewardesses walked out.

Some Continental executives protested that the campaign is merely a logical extension of the airline's "proud bird with the golden tail" slogan, which has been in use for nearly eight years. But other officials admitted that the new motto is at least partly inspired by National Airlines' successful campaign: "Hi. I'm Cheryl. Fly me to Miami." Though feminists were outraged by National's display of sexism, the airline enjoyed a 23% increase in passengers from 1971 to 1972, compared with 12% for the entire industry. Continental hopes for a similar pecuniary return from its new slogan, which it insists refers not just to stewardesses, but to pilots, mechanics and chefs as well. Meanwhile, Continental has already suggested sharp rejoinders for a stewardess to use when an overplayful passenger asks her to "move your tail." Sample answer: "Why? Is it in the way?"

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