Check out this season’s new Miss Largemouth Bass from Lakemaid Beer. Babes pop up in ads quite a bit these days, and rather frequently in the fishing world. They are just one way to attract our attention to boats, fishing destinations, and in this case, beer.

While flipping through the F&S archives the other day, I couldn’t help but laugh at how much advertising angles have changed in the fishing market in the last 60 years. And the most severe changes happened not too long ago. By that I mean you only have to step back 20 – 25 years and it’s easy to see no one thought you were the devil incarnate if you smoked a cigarette, killed your catch for the table, or slugged back a glass of fine malt whiskey after a day on the water.

So take a look at some ads I found particularly amusing from 1950 to 1987 in this gallery. By today’s standards, many of them are far from PC. Let me know if you fished any of this gear or got pulled in by any of these ad campaigns. And if you rocked a one-piece fishing jumpsuit in the 80s, I want the picture.