Deep Freeze Heart of the Home

The upbeat ad created in 1953 displays a woman in her kitchen with a brand new stacked Crosley Shelvador Freezer. American consumerism was booming at the start of the 1950’s which resulted in numerous ads such as this one. Women were seen as a huge part and contributor to an everyday household and from this outlook the market of American Consumerism utilized it to generate profits. Not only does this provide the perspective that women were utilized as a commercialization strategy during this time period but also women’s role in society during the start of The Cold War. The ad does a excellent job incorporating aspects that support these statements. One being the connection between the slogan at the top of the ad that states “a Care-Free Kitchen is the Heart of your Home” and the women on the left side of the ad.  This connection between the slogan and women has a contributing aspect to these points in the sense that it is generalizing women and their contribution to household kitchens across the United States.

How Happy Was the Happy Homemaker?

The digital image displays a Maytag ad from 1960 that reemphasizes the idea of women and how following World War II women fell back into a gender norm of taking care of the American household rather than being an individual striving for a particular career. The reasoning behind this is due to the connection between the woman and the washing machine to her left which resembles an important household appliance. The connection between these two aspects of the ad promote the sense that females are found taking care of an everyday American household. This connection not only provides a sense a domesticity towards females during this time but also shows how there was a tremendous gap between male and female opportunities as individuals during the Cold War.