I didn't get the impression of cheapskate at all. Budget-conscious, yes. Gender inequity in income was much worse then and if you were a single mother who was not also a wealthy widow, you were definitely screwed!
I like that it's marketed at women and possibly single women or even single mothers. If they're addressing women as "the guardians of the family income," at that time it pretty much presumed that a man was not in the picture.
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"No. You'll just get dirt on the seats. Have you any idea how much it costs to have them cleaned?"
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If you got more ads, keep 'em coming!
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