The Chronicle of Higher Education
July 24th, 2015
Madelyn Caltabiano became a scientist in part because of a Tang
commercial. She had been interested in science for as long as she could
remember, but when she was a teenager, in the early 1970s, a TV ad for
the orange-flavored drink convinced her that she could dedicate her life
to that work.
In the commercial, a female marine biologist from Rutgers University
stood on a beach, holding a crab and talking about her research, as her
young children stood nearby. Ms. Caltabiano says that the commercial,
and others in a series by the company, showed her — for the first time
in her life — examples of women who had forged successful careers in
science. After watching them, she says, "I had no reason to believe I
couldn’t do it as well." Today she is a senior vice president at the
pharmaceutical company Merck, in Pennsylvania.