Component 1-TIDE SOAP POWDER

HISTORY

America joined World War 2 in 1941.This changed the employment picture of the USA dramatically, it become a national necessity for women to work as the men left to fight in armed forces. This would mean higher family incomes.However, with then end of the was, women were encouraged or forced to return to their pre-war roles and the importance of nurturing roles.Was achieved/ actively edged across the advertising of the time.

AD COUNCIL,2018

The most successful advertising recruitment campaign in American History,‘Women in War Jobs’ recruited two million women into the workforce to support the war economy.The underling theme was that the social change required to bring women into the workforce was a patriotic responsibility for women and employers.Those ads made a tremendous change in the relationship of women and the work place, Employment outside of the home become socially acceptable and even desirable.

POST WAR

After the war, even if they wanted to, women found it difficult to have a career as the workforce was generally made up of men who had returned, placing women in direct competition with them. A battle they couldn’t win in 1950’s America.

HISTORICAL CONTEXT POST WAR

There was a a post-war boom and new products appeared as new technology rapidly developed. Domestic sphere for example vacuum cleaners, fridge-freezers and washing machines(tide was made for washing machines). The target audience was women and advertisers had to think of ways to persuade women to buy the product.One way to make the role of a wife and a mother culturally important, creating the stereotypical ‘happy housewife’ which all women were expected to aspire to.

THEORY

BETTY FRIEDAN SAID: For fifteen years and longer, there has been a propaganda campaign, as unanimous in this democratic nation as in the most efficient of dictatorships, to give women’s ‘prestige’ as housewives.

HISTORICAL CONTEXT

Advertisements often focused on winner the approval of the male audience and advertisers perpetuated the stereotype by showing that women’s domestic role could lead to a happy marriage. These post war advertisements create an unattainable dream world and caused women to feel confused about their role in society.

A women was told by advertisers to purchase an increasingly spell binding array of goods so as not to cheat her family.But the only way for her to do t is was buy going to work outside of the home, thereby cheating her family in another way.It is the paradox which emerges from an analysis of advertising in the post war period-Freeman 2014.

HISTORICAL CONTEXT

In addition to domestic roles,women were also bombarded by adverts for beauty products featuring flawless women. In fact, the two stereotypes came together in the adverts from domestic products, which invariably featured women who closely resembled\ Hollywood screen stars such as Grace Kelly and Doris Day, doing washing and cleaning in the latest fashion. This placed additional pressure on the female audience, not only must her home and clothes be clean, but she must be fashionable and beautiful too.