This ad “liberates” women from the kitchen through technology and capitalism… but not, alas, through true partnerships with men. Women should spend less time cooking, but it’s still HER job.
Oh, also, the reason women haven’t achieved greatness in the United States is because she’s too busy to be bothered. It has absolutely nothing to do with sexism and institutional constraints.
Thanks to Julie C!
This ad, from the 1970s (I think), has the exact same message: “For women with more exciting things to do than scrub floors: ‘One-step floor care.'” Congratulations women, now you can scrub floors faster… but don’t think you can get out of scrubbing floors.
Found at Vintage Ads.
And this one, from the 1950s (I think) is extra creepy (found here). Like the other ads, it replaces “women’s work” with a technological solution. And that solution a gift from her husband. The text:
The one gift that quietly ends garbage ‘trudgery’ — frees the little woman from disagreeable trips to the garbage can… She’ll thank you every time she uses it…
Comments 17
Emily — March 13, 2008
The book "More Work for Mother" asserts that technological conveniences like washing machines, vacuum cleaners and (presumably) insta-meals actually put more of a burden on women, because of higher standards affiliated with technological advances.
Just something to think about...
Sociological Images » WHAT WE’VE BEEN DOING BEHIND YOUR BACK (MAY 2008) — June 2, 2008
[...] It turns out the pseudo-feminist rescuing of women from the drugeries of housework without actually allowing them to opt out isn’t anything new. [...]
Sociological Images » LADIES, BUY YOUR INDEPENDENCE HERE! — July 6, 2008
[...] also here, here, here, here, here, here, here, and [...]
Sociological Images » “THE RIGHT TO CHOOSE… A GIFT ADAPTED TO YOUR BEAUTY CONCERNS” — September 1, 2008
[...] about women’s liberation. And women’s liberation, as we have demonstrated (see here, here, here, here, here, here, and here), is frequently co-opted for the purposes of selling women [...]
Sociological Images » REPLACING WOMEN — November 20, 2008
[...] talked about how ads have offered to replace women’s work with the market and with technology. In these cases, the market and technology were needed to ease women’s workload (they [...]
Sociological Images » “THE SMOKING FEMINIST” — December 16, 2008
[...] cleaning products, eyeglasses, and pants; diamond rings; credit cards, cigarettes, and cars; easing kitchen duty; and fashion (I think). addthis_url = [...]
Sociological Images » ADVERTISING WITH OBAMA — January 20, 2009
[...] gender inequality and ultimatly undermine feminist efforts to attain social justice for women (see here, here, here, here, here, here, here, here, here, and here). Like many of the [...]
Business Memes » ADVERTISING WITH OBAMA — January 22, 2009
[...] gender inequality and ultimatly undermine feminist efforts to attain social justice for women (see here, here, here, here, here, here, here, here, here, and here). Like many of the [...]
Sociological Images » MARKETING WITH MULTICULTURALISM — March 11, 2009
[...] eyeglasses, and pants; diamond rings; credit cards, cigarettes, and cars; more cigarettes; easing kitchen duty; and fashion. tags: food, marketing, race/ethnicity| Permalink| WHAT DOES [...]
Who Buys For the Family? » Sociological Images — November 18, 2009
[...] dye ad with a twist, women love to clean, homes of the future, what’s for dinner, honey?, liberation through quick meals, and my husband’s an [...]
So Easy, Only A Mom Can Do It! » Sociological Images — November 23, 2009
[...] dye ad with a twist, women love to clean, homes of the future, what’s for dinner, honey?, liberation through quick meals, my husband’s an ass and, who buys for the [...]
Who Cleans the House of a Cancer Patient? » Sociological Images — January 9, 2010
[...] women love to clean, homes of the future, what’s for dinner, honey?, who buys for the family, liberation through quick meals, “give it to your wife,” so easy a mom can do it, men are useless, and my husband’s [...]
Julia — November 25, 2010
...I hope I'm not the only one who sees the message implied in the last ad that men will get more sex by buying sink disposals.
lisa — June 17, 2020
These are great tips to make cooking much easier and more efficient. Meal planning really helps to reduce the number of trips to the store too, so you can save on gas. Not to mention we always end up with a few extra items on each trip, so we save there too with fewer trips to the grocery store.rluy
lisa — June 28, 2020
That is it exactly, just oatmeal softened and cooked a little. I love oatmeal too. I think every cookie should have that as an addition.
Hey, if no one is around to help me lick the bowl (which happens very rarely), but I go ahead and lick the bowl then too!
Thanks for stopping in! Have a great one :)Recipe
موزیکدل — July 23, 2020
Thanks for sharing
lisa — December 1, 2020
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