Constructing the Past
Volume 3 Issue 1 Article 6
2002
Shaping the American Woman: Feminism and Advertising in the 1950s
Christina Catalano Illinois Wesleyan University
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Recommended Citation Catalano, Christina (2002) "Shaping the American Woman: Feminism and Advertising in the 1950s," Constructing the Past: Vol. 3 : Iss. 1 , Article 6. Available at: https://digitalcommons.iwu.edu/constructing/vol3/iss1/6
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Abstract This article is a critique of the feminist assertion that 1950s advertising was degrading to women. It shows that in several advertisments from the time period, women were portrayed as being competent and successful, both in working in the home and outside of it as well.
This article is available in Constructing the Past: https://digitalcommons.iwu.edu/constructing/vol3/iss1/6 Constructing The Past 45 44 .Jared Calloway
Shaping the American Woman: Feminism and "The Basis of Franklin's Duplicative Satires" American Literature 32, no. 3 Advertising in the 1950s (Novcmber !9ClO): 267-279. 'J Max Hall, Benjamill F"l"lIllklin and Polly Baker, 129, 1J6. The purpose of Max Hall's Christina Catalano book is to prove that Franklin wrote "The Speech of Miss Polly Baker." Almost all ofFrallklin's biographcrs and the editors of his papers accept Hall's argument. he 1950s proved to be an important era for American women. With '8 Thomas Jetferson, 777(' CnmpleteJejftrson: Containing His Major Writings, Published the end of World War II, men returned to the United States and to and UnfJllhlished, Exce!'t His Lellers, cd. Saul, K. Padover (New York: Tudor T_ theirjobs, which had temporarily been assumed by women. Women Publishing Company, 194J), 892-3. now out of work turned toward the home and domestic activity. Advanced '9 Indeed. the inaccuracies of Jefferson's account are many and I will omit them due to industrialization and the beginnings of suburbs further separated the spatial constraints. environments ofwomen and men. "The commercial world, where goods were .\0 As already mentioned, 1am leaving out the only other female pseudonym of his I know offor two reasons: limited space and I just discovered the existence ofThe produced, and the home, where they were consumed, grew geographically and Left Hand recelltly and have not had adequatc time to research it. culturally farther apart.'" At the same time, the Cold War placed an added emphasis on family unity as a defense against communism, making the role of women as wives and mothers crucial to the preservation of the United States and its democratic ideals. Since the feminist movement that took place in the late I 960s, there have been many debates concerning the rights and roles ofwomen. Often feminists, due to their biases and personal/political agendas, identify the 1950s as the pinnacle of gender inequality. Furthennore, they claim that mass media, especially advertising in women's magazines, perpetuated the denigration of women. According to them, ads during this time period portrayed women as stupid, submissive, purely domestic creatures; they claim this is historical truth. However, through re-examining original advertisements in a variety of magazines from the 1950s while keeping in mind the culture of the lime, it becomes increasingly evident that often these ads were neither belittling to women nor antifeminist. In fact, the historical truth is that they were sometimes just the opposite, picturing women in varied roles and positions of power. In 1973, Alice Courtney and Sarah Lockeretz did a large-scale study of eight general interest magazines from the 1950s. After analyzing the advertisements in them, they came to several conc'lusions about the role and portrayal ofwomen in the ads. These generalizations have been widely accepted and are often cited among feminist writers. Yet, in my examination ofthe same magazines (namely Life, Newsweek, and Time) and their advel1iscments, I found such conclusions to be premature at best, if not false. Courtney and Lockeretz tirst stated that, according 10 magazine ads, "a woman's place is in the home. "2 My findings were quite to the contrary. While it is true that some ads pictured women in a domestic environment, women were often pictured in other settings as well. For example, Figure I (attached) contains an ad from Newsweek magazine in 1952. The woman pictured is using power tools to repair an airplane. (Note that the man in the ad is doing basic secretarial duties, filling out fom1s and handling paperwork.) Not only is this woman pictured outside ofher supposed "place," but she is engaging in di fficult Constructing The Past 47 46 Christina Catalano
household. This included keeping a home beautiful and clean and making sure mechanical labor in ajob that is crucial to the safety and well-being ofairplane that functions within the household ran smoothly. While these tasks are often passengers. Life magazine ran an ad in 1950 showing a young girl graduating taken for granted, they were ex tremely important for the proper functioning of from college, a~ depicted in Figure 2, Furthennore, ads from another magazine family life, Women in the domestic sphere were also responsible for raising (though not one studied by Courtney and Lockeretz), National Geographic, children - for creating healthy, moral, and able members ofsociety. On a larger quite often picture women travelling, Note Figures 3 and 4, (from 1950 and scale, women had the awesome power and responsibility to shape the next 1952, respcctively), which both picture what appear to be professional women generation ofAmericans and greatly intluence tl1e future ofAmerican society. travelling alone. Obviously their environment, similar to the environment of To describe this task as anything but "important" would be a gross most women in magazines, was not limited to the home either. understatement. Courtney and Lockeretz went on to conclude thai "women do not make Some advertisements imply that society in the 1950s recognized and important decisions or do important things.'" Yet Figure I, as mentioned above, appreciated the often difficult and tiring traditional tasks ofwomt;n. Figure 8, pictured a woman fixing all airplane, ajob that could potentially save hundreds an ad from Beller Homes and Gardens in 1956, depicts a father attempting to oflives. Additionally, Figure 5 consists ofa 1952 advertisement from National feed two babies. Judging from the expression ofboth the father and one ofthe Geo?,raphic magazine, A woman telephone operator is pictured with the caption babies, he is experiencing little success in accomplishing a job that was quite "The Call that Saved a Plane." It proceeded to tell of how "the alert, cool common for a woman, Figure 9, which originated from the same magazine, goes thinking operator, Mrs. Lucille Wilson" took heroic action that enabled a plane even further to ~mphasize that men can not effectively perfonn the traditional to have a safe emergency landing. Though subtle, this ad also showed that domestic tasks of women. The man pictured is attempting to clean dishes and married women, such as Mrs. Wilson, were capable of working outside the care for a small child, but he looks very uncomfortable in this traditional woman's home and making crucial decisions that save lives at that. Additionally, women role. The woman, on the other hand, is pictured at her husband's desk in the were often pictured buying large-ticket items. "In 1976 Belkaoui and Belkaoui workplace. She is smiling and her posture is relaxed, showing that she is confident did a similar study...[and] found that in 1958, 'With the exclusion ofsmall and at ease in her husband's work environment. ticket items ... the important buying decisions (for such items as cars, stocks Furthennore, feminist criticism of the roles of women as being only and bonds, machinery) were left entirely to men. "'4 Figures 6 and 7 (from housewives and mothers undennines their overall message, Feminists aim at Nell:'ilveek and Good Housekeeping, respectively) depict women buying stocks liberating the woman and increasing her sense of efficacy and self-w011h, and cars independent of a man's opinion or assistance. Conversely, by constantly encouraging women to take "real" jobs outside of Furthennore, looking more deeply into Courtney and Lockeretz's assertions the home, they have rendered all of the work that women do within the home reveals the hidden assumptions underlying their conclusions. Note that the menial. In all oftheir criticism ofadvertising denigrating women, it seems tl1at first conclusion drawn was "a woman's place is in the home," while the second thejeminists have denigrated American women who choose to remain at home states that "women do not make important decisions or do important things." with the (false) implications that their work is unimportant and their roles as These two statements, especially when made together, logically imply that the devoted wives and mothers are insignificant to society. home is not a place where "important" decisions are made or "important" Another dubious conclusion reached by Courtney and Lockeretz was things are done. that magazine ads imply that "women are dependent and need men's Courtney and Lockerel2 are not alone in their degradation ofthe housewife. protection."s However, many of the ads discussed show evidence to the This attitude is common to many feminists, most notably the famous author of contrary. Women were often pictured traveling, working, and purchasing The Feminine Mystique, Betty Friedan. As historian Joanne Meyerowitz independent ofmales or male influence. Ads that pictured women in the home explains, Friedan "presented domesticity as a problem," and she "demoted further emphasized that their capability for domesticity was superior to that of full-time domesticity to the lower status of a false consciousness."5 Looking men. down on women's role in the home, Friedan complained that "the great majority Finally, Courtney and Lockeretz concluded that "men regard women of American women have no other ambition than to be housewives."6 She primarily as sex objects."9 In all of the ads included in my research, I did not proceeded not only to belittle housewives, but also to insult American society notice any that seemed to use women's sex or sex appeal to. sell products, as a whole in her speculation that "Perhaps it is only a sick or immature society While women pictured were often beautiful, they did not seem to be "sexy" or that chooses to make women housewives, not people."7 look like "sex objects." Perhaps, though unintentionally so, my own biases are The assumption that domesticity was not "important" is quite ill-founded. Hou~ewives were indeed people who were responsible for managing an entire Constructing The Past 47 46 Christina Catalano
household. This included keeping a home beautiful and clean and making sure mechanical labor in ajob that is crucial to the safety and well-being ofairplane that functions within the household ran smoothly. While these tasks are often passengers. Life magazine ran an ad in 1950 showing a young girl graduating taken for granted, they were extremely important for the proper functioning of from college, a~ depicted in Figure 2. Furthermore, ads from another magazine family life. Women in the domestic sphere were also responsible for raising (though not one studied by Courtney and Lockeretz), National Geographic, children - for creating healthy, moral, and able members ofsociety. On a larger quite often picture women travelling. Note Figures 3 and 4, (from 1950 and scale, women had the awesome power and responsibility to shape the next 1952, respectively), which both picture what appear to be professional women generation of Americans and greatly influence the future ofAmerican society. travelling alone. Obviously their environment, similar to the environment of To describe this task as anything but "important" would be a gross most women in magazines, was not limited to the home either. understatement. Courtney and Lockeretz went on to conclude that "women do not make Some advertisements imply that society in the 1950s recognized and important decisions or do important things.", Yet Figure I, as mentioned above, appreciated the often difficult and tiring traditional tasks ofwom~n. Figure 8, pictured a woman fixing an airplane, a job that couId potentially save hundreds an ad from Beller Homes and Gardens in 1956, depicts a father attempting to oflives. Additionally, Figure 5 consists ofa 1952 advertisement from National feed two babies. Judging from the expression ofboth the father and one ofthe Geographic magazine. A woman telephone operator is pictured with the caption babies, he is experiencing little success in accomplishing ajob that was quite "The Call that Saved a Plane." It proceeded to tell of how "the alert, cool common for a woman. Figure 9, which originated from the same magazine, goes thinking operator, Mrs. Lucille Wilson" took heroic action that enabled a plane even further to ~mphasize that men can not effectively perform the traditional to have a safe emergency landing. Though subtle, this ad also showed that domestic tasks of women. The man pictured is attempting to clean dishes and married women, such as Mrs. Wilson, were capable of working outside the care for a small child, but he looks very uncomfortable in this traditional woman's home and making crucial decisions that save lives at that. Additionally, women role. The woman, on the other hand, is pictured at her husband's desk in the were often pictured buying large-ticket items. "In 1976 Belkaoui and Belkaoui workplace. She is smiling and her posture is relaxed, showing that she is confident did a similar study...[and] found that in 1958, 'With the exclusion of small and at ease in her husband's work environment. ticket items...the important buying decisions (for such items as cars, stocks Furthermore, feminist criticism of the roles of women as being on(v and bonds, machinery) were left entirely to men. "'4 Figures 6 and 7 (from housewives and mothers undermines their overall message. Feminists aim at Newsweek and Good Housekeeping, respectively) depict women buying stocks liberating the woman and increasing her sense of efficacy and self-worth. and cars independent of a man's opinion or assistance. Conversely, by constantly encouraging women to take "real" jobs outside of Furthermore, looking more deeply into Courtney and Lockeretz's assertions the home, they have rendered all of the work that women do within the home reveals the hidden assumptions underlying their conclusions. Note that the menial. In all oftheir criticism ofadvertising denigrating women, it seems that first conclusion drawn was "a woman's place is in the home," while the second thefeminists have denigrated American women who choose to remain at home states that "women do not make important decisions or do important things." with the (false) implications that their work is unimportant and their roles as These two statements, especially when made together, logically imply that the devoted wives and mothers are insignificant to society. . home is not a place where "important" decisions are made or "important" Another dubious conclusion reached by Courtney and Lockeretz was things are done. that magazine ads imply that "women are dependent and need men's Courtney and Lockeretz are not alone in their degradation ofthe housewife. protection."8 However, many of the ads discussed show evidence to the This attitude is common to many feminists, most notably the famous author of contrary. Women were often pictured traveling, working, and purchasing The Feminine Mystique, Betty Friedan. As historian Joanne Meyerowitz independent ofmales or male influence. Ads that pictured women in the home explains, Friedan "presented domesticity as a problem," and she "demoted further emphasized that their capability for domesticity was superior to that of full-time domesticity to the lower status of a false consciousness."s Looking men. down on women's role in the home, Friedan complained that "the great majority Finally, Courtney and Lockeretz concluded that "men regard women of American women have no other ambition than to be housewives."6 She primarily as sex objects."9 In all of the ads included in my research, I did not proceeded not only to belittle housewives, but also to insult American society notice any that seemed to use women's sex or sex appeal to.sell products. as a whole in her speculation that "Perhaps it is only a sick or immature society While women pictured were often beautiful, they did not seem to be "sexy" or that chooses to make women housewives, not people."7 look like "sex objects." Perhaps, though unintentionally so, my own biases are The assumption that domesticity was not "important" is quite ill-founded. Housewives were indeed people who were responsible for managing an entire Constmeting The Past 49 4R Christina Catalano
Claims ofvictimization in the past are intended to legitimize giving women more presenting themselves. Growing up in an era where brazen sexual connotations power now, and so advance the feminist agenda. Thus, feminists view and partial nudity are the norm in advertising, the fifties were comparatively advertisements in the 1950s with predetermined conclusions, and their un-sexual, as suggestions and implications were much subtler. Therefore, examination of historical documents focuses on finding evidence to support admittcdly it is nearly impossible for me to recognize sexuality in advertisements their notions rather than discovering historical truth. Any material that could from the 1950s through the eyes of a young adult in the 1990s due to my be interpreted (often misinterpreted) as discriminatory is called to attention, previous experiences and biases. while evidence to the contrary is conveniently ignored. Hence each of the conclusions reached by Courtney and Lockeretz in Debates about the portrayal of women in magazine advertisements come their studies of women in advertising in the 1950s have been disproved with as no surprise, as women were pictured in them more often than men. Ads evidence that suggests otherwise. It is important to note that their study was frequent,ly included women because it was specifically women that they were performed in the early 1970s, perhaps during the last few waves of the feminist target,ing. In fact, Betty Friedan noted years ago that "seventy-five percent of movement. Therefore, Courtney and all consumer adveltising budgets is spent to appeal to womeo."12 Why? The Lockeretz may have developed biases from this era that caused them to go answer lies in the fact that thc decade placed an "overriding emphasis on too far in their assumptions. Yet feminists in the 1990s continue to display the consl,lmption as a particularly female activity."ll Advertising logically targeted same obvious biases that lead to false conclusions about gender discrimination women because, as Douglas herself acknowledged, "America's consumer and the denigration of women in 1950s advertising. culture was predicated on the notion that women were the major consumers of In her book (published as recently as 1994), Susan Douglas makes assertions most goods."'4 While feminists noted such observations about advertising, about the damaging effect that such ads had on women, especially young they failed to recognize that the role of primary consumer was, in many ways, girls, ofthe time. In her exaggeration ofthe negative impact ofadvertising on empowering to women. women's self-esteem, she notes "it wasn't just our mothers who took in these Thus, in the 1950s advertising reflected the growing reality that "women messages. We daughters absorbed them as well, and they encouraged us to had substantial and growing intluence on purchasing decisions."'5 W0I11en respect Dad and ridicule Mom."'o Perhaps Douglas's family situation was were not only the primary consumers of domestic goods (cleaning supplies, unique. However, nearly all media productions including advertisements, put a food items, beauty/personal care items), but they often had a significant heavy focus on the fanlily as a whole. Children were taught to love and respect influence over larger purchases as well. For example, Figure 7 pictures a woman both of their parents (perhaps even more so than today), as family unity was who bought a car and is encouraging women readers to do the same. seen as a key factor in defending America from communism. Ifanything, children Additionally, Figure 10 shows a man upsel because he made a wrong decision were emotionally closer to their mother, as most ofa child's time was traditionally in choosing home insurance. After his home was destroyed in a fire, he "hated spent with her. to tell her" (presumably his wife) of his mistake, implying that, although he Despite contradictory evidence, the attitude persists that "no period of made the decision to purchase the insurance, the husband ultimately had to advertising denigrated women more...There were such reprehensible portrayals answer to his wife. FurthemlOre, Figure II not only depicts a matriarchal during those years that the advertising industry has yet to recover."1 I In fact, househol'd by picturing the mother at the center ofthe family, but it also tells of however, few women in'the 1950s or the present view their portrayal as devoted her purchasing power by stating "everybody looks to Mother when it comes wives and mothers as "denigrating." And if the advertising industry is truly to the final decision." attempting to "recover" from this period, its methods for doing so are Indeed it was women who were the main consumers and buyers of goods questionable; women in advertising have gone from wholesome, moral, rational and services, and with this buying came a great deal of power over family leaders of the home to the scantily-clad waifs that are frequently pictured finances. Although men traditionally worked and earned the money, it was today. women who controlled it and therefore exerted dominant power and intluence Obviously feminist generalizations about the historical portrayal ofwomen over countless aspects of family life. in advertising are exaggerated at best and often false. The reason for their The ability to shop and spend money also implies individual autonomy misrepresentation ofhistorical topics, in this case advertising, lies in the biases and personal freedom. Emily Rosenberg, a female historian who apparently that drive their conclusions. Feminist historians are constantly looking to prove does not have a feminist agenda to promote, noted the "strong identification that women were indeed denigrated, belillied. and restricted in the past in order between consumption (the ability to choose products, ne~ images, new to make women seem as though they are the victims ofgender discrimination. Constmcting The Past 49 4R Christina Catalano
Claims ofvictimization in the past are intended to legitimize giving women more presenting themselves. Growing up in an era where brazen sexual connotations power now, and so advance the feminist agenda. Thus, fem·inists view and partial nudity are the norm in advcrtising, the fifties were comparatively advertisements in the 1950s with predetermined conclusions, and their un-sexual, as suggestions and implications were much subtler. Therefore, examination of historical documents focuses on finding evidence to support admittedly it is nearly impossible for me to recognize sexuality in advertisements their notions rather than discovering historical truth. Any material that could from the 1950s through the eyes of a young adult in the 19905 due to my be interpreted (often misinterpreted) as discriminatory is called to attention, previous cxperiences and biases. while evidence to the contrary is conveniently ignored. Hence «ach of the conclusions reached by Courtney and Lockeretz in Debates aboul the portmyalofwomen in magazine advertisements come their studies of women in advertising in the 1950s have been disproved with as no surprise, as women were pictured in them more often than men. Ads evidence that suggests otherwise. It is important to note that their study was frequently included women because it was specifically women that they were performed in the early 1970s, perhaps during the last few waves of the feminist targeting. In fact, Betty Friedan noted years ago that "seventy-five percent of movement. Therefore, Courtney and all consumer advertising budgets is spent to appeal to women."12 Why? The Lockeretz may have developed biases from this era that caused them to go answer lies in the fact that the decade placed an "overriding emphasis on too far i.n their assumptions. Yet feminists in the 11990s continue to display the consl;lmption as a particularly female activity."13 Advertising logically targeted same obvious biases that lead to false conclusions about gender discrimination women because, as Douglas herself acknowledged, "America's consumer and the denigration ofwomen in 1950s advertising. culture was predicated on the notion that women were the major consumers of In her book (published as recently as 1994), Susan Douglas makes assertions most gQods."'4 While feminists notcd such observations about advertising, about the damaging effect that such ads had on women, especially young they failed to recognize that the role ofprimary consumer was, in many ways, girls, of the time. In her exaggeration ofthe negative impact ofadvertising on empowering to women. women's self-esteem, she notes "it wasn't just our mothers who took in these Thus, in the 1950s advertising reflected the growing reality that "women messages. We daughters absorbed them as well, and they encouraged us to had substantial and growing intluence on purchasing decisions."" Wonlen respect Dad and ridicule Mom."lo Perhaps Douglas's family situation was were not only the primary consumers of domestic goods (cleaning supplies, unique. However, nearly all media productions including advertisements, put a food items, beauty/personal care items), but they often had a significant heavy focus on the family as a whole. Children were taught to love and respect influence over larger purchases as well. For example, Figure 7 pictures a woman both of their parents (perhaps even more so than today), as family unity was who bought a car and is encouraging women readers to do the same. seell as a kcy factor in defending America from communism. Ifanything, children Additionally, Figure ,10 shows a man upset because he made a wrong dccision were emotionally closer to their mother, as most ofa child's time was traditionally in choosing home insurance. After his home was destroyed in a fire, he "haled spent with her. to tell her" (presumably his wife) of his mistake, implying that, although he Despite contradictory evidence, the attitude persists that "no period of made the decision to purchase the insurance, the husband ultimately had to advertising denigrated women more...There were such reprehensible portrayals answer to his wife. Furthermore, Figure II not only depicts a matriarchal during those years that the advertising industry has yet to recover. "11 In fact, household by picturing the mother at the center ofthe family, but it also tells of howcver, few women in the 1950s or the present view their portrayal as devoted her purchasing power by stating "everybody looks to Mother when it comes wives and mothers as "denigrating." And if the advertising industry is truly to the final decision." attempting to "recover" from this period, its methods for doing so are Indeed it was women who were the main consumers and buyers of goods queslionable; women in advertising have gone from wholesome, moral, rational and services, and with this buying came a great deal of power over family leaders of the home to the scantily-clad waifs that are frequently pictured finances. Although men traditionally worked and earned the money, it was today. women who controlled it and therefore exerted dominant power and influence Obviously feminist generalizations about the historical portrayal ofwomen over countless aspects of family life. in advertising are exaggerated at best and often false. The reason for their The ability to shop and spend money also implies individual autonomy misrepresentation ofhjstorical topics, in this case advertising, lies in the biases and personal freedom. Emily Rosenberg, a female historian who apparently that drive their conclusions. Feminist historians are constantly lookjng to prove does not have a feminist agenda to promote, noted the "strong identification that women were indeed denigrated, belittled. and restricted in the past in order between consumption (the ability to choose rroducts, new images, new to make women seem as though they are the victims of gender discrimination. Constructing The Past 51 50 Christina Catalano
ads imitate life or does life imitate ads'/ Most feminists give so much attention locations, neW identifiers) and freedom itself."'6 Thus, the consuming woman to advertising and its supposedly detrimental effects on the female persona in of the 1950s "had the power, through purchasing, to change her image and, by part because they believe the latter to be true. Friedan herself asserts that doing so, possibly change her life as well."17 "This image - created by women's magazines, by advertisements...- shapes Advertisers attempted to make it easy for women readers to relate to the women's lives today and mirrors their dreams."21 Thus, the beliefthat adverlising women in ads in order to effectively market and sell their products. Because the has a great deal of power and influence over society causcs feminists to majority ofAmerican women in the fifties did not have a payingjob outside the (over)analyze ads ofthe past and be excessively critical or even unfair in their home, it is logical that most advertisements pictured women in the domestic scrutiny. sphere. Most advertisers "had to emphasize their roles as wives and mothers, To the contrary, other historians seem to be in agreement that life imitates because it wa" in these capacities, not in their capacities as secretaries or advertising. As Kurtz noted, "Advertising has unintentionally served as a nurses, that women bought."IR This is especially true of traditional women's recorder ofthe century's cultural revolution and the external and intemallives magazines (such as Befter Homes and Gardens, Good Housekeeping, etc.), of women."22 Furthermore, Diane Ballhel made the keen observation that which were often "more likely to portray women in the home and less likely to "advertisements are.. .about society. Moreover, they are totally embedded portray women at work or outside the home."19 Advertisers reasoned that within it. Understood as such, advertisements are not a pack of lies as their women who read traditional women's magazines (which usually related to adversaries would have it. Rather, they reflect shared understandings [within domesticity) were women who indeed took traditional women's roles. Therefore, society]... ."23 Hence, according to such views, advertisements simply miITored women in the ads of traditional women's magazines were often pictured in the the society (or audience) that they targeted. Advertising, then, did not hann or home so women readers could relate to them, thus effectively marketing and denigrate women; rather, it portrayed reality. And in examining reality, not the selling the product at hand. product of unbridled biases, I indeed found (at least some semblance) of Similarly, the same concept of encouraging the reader to relate to the ad historical truth. subject was employed in nontraditional women's magazines as wei!. These Historical truth is an elusive topic. The best way to decipher truth is to magazines covered topics of general interest, including business, and were examine sources as close to the original event or happening as possible. In this read mainly by working men and women. In order to allow working women to case, through studying advertisements of the 1950s, I attempted to discover relate to their advertisements, such magazines often contained ads that the truth about their portrayal of women. In the past, various feminist authors "portrayed women in more employment roles than women's magazines,"2o which who have studied similar magazines have pronounced historical "lmth" about usually targeted women in the home. 1950s advertisements. Yet, in my analysis ofthe original sources and the feminist Thus, women, although mostly portrayed in the domestic sphere, were conclusions about their content and purpose, I discovered blatant and obvious not limited to advertising images only of this nature; they were also pictured biases. It seems that feminists went about searching for historical truth shopping, working, and even saving lives. Despite feminist views that picturing backwards in that they first formed conclusions and then searched for historical women in the home was a sexist and patriarchal attempt by male executives to evidence to effectively prove them. And this reductionist approach produced restrict and denigrate women, the (historical) truth seems to lie in simple nothing more than political propaganda. marketing logic: advertisers wanted to appeal to their audience. Through rational .Historical truth must he discovered, not proven, for proof implies and logical marketing schemes, advertisers' goals in their portrayal ofwomen previously-drawn conclusions based on biases, Today PostmodernislTi (no matter what this portrayal may have been) were to generate profits through encourages such reprehensible methodology in the search for historical tl1Jth, appealing to the largest percentage of their readers. In the 1950s, this often producing "personal histories" designed to advance personal/political agendas included picluring women in the home. If these portrayals were detrimental to instead of historical truth. To indeed find historical truth one must approach women (and I would argue they were not), such was nol the intention of primary sources with an open and objective mind; admittedly, biases nearly advertisers, magazine editors, or society as a whole. Nevertheless, it has often always exist, but every attempt should be made to minimize them. Even with been said lhat hindsight is always "twenty-twenty"; if any pejorative proper methodology, the exact and complete truth may never be found about assumptions or prejudices did underlay the historical portrayal ofwomen, they the past. Therefore, critics oftl1Jth arc welcome to the discipline, as it is through are far more obvious to later generations and even more so to feminist historians critical and analytical minds that history is constantly improving upon itself, who ale avidly'seeking them. inching closer and closer to the ultimate goal of historical truth One's position about the porlrayal ofwomen in advertisements is partially contingent upon his/her perception of the role of advertising in society. Do COllstructing The Past 51 50 Christina Catalano
ads imitate life or does life imitate ads') Most feminists give so much attention locations, neW identifiers) and freedom itself."16 Thus, the consuming woman to advertising and its supposedly detrimental effects on the female persona in ofthe 1950s "had the power, through purchasing, to change her image and, by part because they believe the latter to be true. Friedan herself asserts that doing so, possibly change her life as well."'7 "This image - created by women's magazines, by advertisements...- shapes Advertisers attempted to make it easy for women readers to relate to the women's lives today and mirrors their dreams."21 11IUs, 'the beliefthat advertising women in ads in order to effectively market and sell their products. Because the has a great dea'l of power and influence over society causes feminists to majority ofAmerican women in the fifties did not have a paying job outside the (over)analyze ads of the past and be excessively critical or even unfair in their home, it is logical that most advertisements pictured women in the domestic scrutiny. sphere. Most advertisers "had to emphasize their roles as wives and mothers, To the contrary, other historians seem to be in agreement 'lhatlife imitates because it was in these capacities, not in their capacities as secretaries or advertising. As Kur,tz Floted, "Advertising has unintentionally served as a nurses, that women bought."'R This is especially true of traditional women's recorder ofthe century's cultural revolution and the external and intemallives magazines (such as Berter Homes and Gardells, Good Housekeeping, etc.), of women."22 Furthermore, Diane Barthel made the keen observation ,that which were often "more likely to portray women in the home and less likely to "advertisements are.. .about society. Moreover, they are totally embedded portray women at work or outside the home."'9 Advertisers reasoned that within it. Understood as such, advel1isements are not a pack of lies as their women who read traditional women's magazines (which usually related to adversaries would have it. Rather, they reflect shared understandings [within domesticity) were women who indeed took traditional women's roles. Therefore, society)...."23 Hence, according to such views, advertisements simply minored women in the ads of traditional women's magazines were often pictured in the the society (or audience) that they targeted. Advertising, then, did not han11 or home so women readers could relate to them, thus effectively marketing and denigrate women; rather, it portrayed reality. And in examining rea/in', not the selling the product at hand. product of unbridled biases, I indeed found (at least some semblance) of Similarly, the same concept ofencouraging the reader to relate to the ad historical truth. subject was employed in nontraditional women's magazines as well. These Historical truth is an elusive topic. The best way to decipher truth is to magazines covered topics of general interest, including business, and were examine sources as close to the original event or happening as possible. In this read mainly by working men and women. In order to allow working women to case, through studying advertisements of the 1950s, I attempted to discover relate to their advertisements, such magazines often contained ads that the truth about their portrayal of women. In the past, various feminist authors "portrayed women in more employment roles than women's magazines,"2o which who have studied similar magazines have pronounced historical "truth" about usually targeted women in the home. 1950s advertisements. Yet, in my analysis oftlle original sources and the feminist Thus, women, although mostly portrayed in the domestic sphere, were conclusions about their content and purpose, I discovered blatant and obvious not limited to advertising images only of this nature; they were also pictured biases. It seems that feminists went about searching for historical truth shopping, working, and even saving lives. Despite feminist views that picturing backwards in that they first formed conclusions and Ihen searched for historical women in the home was a sexist and patriarchal attempt by male executives to evidence to effectively prove them. And this ,eductionist approach produced restrict and denigrate women, the (historical) truth seems to lie in simple nothing more than political propaganda. marketing logic: advertisers wanted to appeal to their audience. lbrough rational .Historical truth must be discovered, not proven, for proof implies and logical marketing schemes, advertisers' goals in their portrayal ofwomen previously-drawn conclusions based on biases. l'oday Postmodernism (no matter what this portrayal may have been) were to generate profits through encourages such reprehensible methodology in the search for historicaltl1Jth, appealing to the largest percentage of their readers. In the I950s, this often producing "personal histories" designed to advance personal/political agendas included picturing women in the home. Ifthese portrayals were detrimental to instead of historical truth. To indeed find historical truth one must approach women (and I would argue they were not), such was not the intention of primary sources wilhan opcn and objective mind; admittedly, biases nearly advertisers, magazine editors, or society as a whole. Nevertheless, it has often always exist, but every attempt should be made to minimize them. Even with been said that hindsight is always "twenty-twenty"; if any pejorative proper methodology, the exacl and complete truth may never be found about assumptions or prejudices did underlay the historical portrayal ofwomen, they the past. Therefore, critics oflruth are welcome to the discipline, as it is through are far more obvious to later generations and even more so to feminist historians critical and analytical minds lhat history is constantly improving upon itself, who are aVidly:seeking them. inching closer and closer to the ultimate goal of historical truth. One's position about the portrayal ofwomen in advertisements is partially contingent upon his/her perception of the role of advertising in society. Do Constructing The Past 53 52 Christina Catalano
Appendix h ... l
~;iI\f'CjI, - .-;••~1.-]1.1: -I:"~~ :.~~ :~:ft).}. ;.~: ',' .. The CJIlIhat ·'l,.l ...... ;'~ ;.,A;_ ...... _ '''''I~i';'-~'~':"':-" (l····:,,::J :~~:-.~ '+;~:~l s.ved J P'tlne :::!=: -. .- -- .=:' ~ J\ ••••• ... 1.', __--=' .. C . .- . -...... '. -: .~- - .':'''' It ~-2:S-=':': 1_-'0 .... ~. .. ..- .. . ~_." I @~~3§ ...... BuIll n.mdnll '-., .'"'t" . , .... ~ ...... _._ 40_ ...... ,...... I~·:-::-:.:.~~:.. :..-...-:..~.-.----. ;..:..~~; ..-"- -' .. ~-::--' . ~-:"'. r. I.!; • ~:~~:-:::~:--:- -= ~:~~.,~-t~~: :B~ ":.: r. " :!t. .... ~ ~:i~~ ff~ ~<;E~~~~~~~;j ~;~;.~~~~:~:;':': '-~ '-~'--':J fil1_\::;:~ -~ -';:::::-_"7 .. ::':.-__ ~.; I:lIioll (li! (:OIl\I'"lly...... ,.". g{L~~ ;:~~i;;;.1 ::;:;r.:..~-:;.,~ ~-':- :~,;--:.. ,;;, ...... ~ •• , "'''~ Figure 5 National Geographic, Figure 6 Newstt'eek, 18 April April 1952, 104. 1955,89. Figure 1 Newsweek, 14 Figure 2 Life, 2 May 1950,26. January 1952,35.
..... ~ . ··~ ~iilpb.-~~- ~('. '.~ .. ". fo'Al c. ~~.~' 1'nOI"'e'lj d~TWoJObs 1001 ~ "'. ; ~ ...... -- . -' ...... e-..... m ...., ...... '.._ ..._-.-"-.-. -. ..... ·.-,-O-'.·_r... ..~--_- ..... ~~4-'_ ..... _•.• -r~r'~~~f=;~a ~:~g~rr~:f:: -'.~ ~(PaciF ':.'':;7:; _~:t, .. 1-'·-... .... - -~"I'''' 2G~~_ ~~.~~~
.... " '-"". ~",,,' '. ,.~~ ' ••. It. • ~ .,,~~,~:;: ::'.~':.:;'- •~ ~:~ \r,,"EF. ~i~~~JI§~~~ §~~~--~~~~~~~~ I ~ «(~ .•~'" ~.~ I w.~_.,_ •••••. ~ .• _. ~._ S5~:~ ,.~ ~'''''''' {"I,,,,I - ...... ~j~~ .. .. _...-, ..._-_._._~--_.'-_._--_ ...... ,4 _, ," ...... _------ _..,' . _.. . \~ .. '.. -, ( ~=---:~~~~"':':: ~ ,~:' ~ ~.. :",.~,~~"':".::-~ .~":': ~,:::-;: :'~' i'...... : ..::":': :!:. - p N4F'~-~,. ~:.~ :j;~ :,:_:.~:;' ~~ ~~_-:: G__ ... . ~:;::~~ :i'~_~.-••. 0 I .. ,'"-: .. ..:: .-: .. E ,-I f'~lf'.' ~~"fII'sro~s~ Il - -'--'-' ~::I.~-~ ~
,~, 1~).!1 - .. _,...:01, ...... "¥""" ",.,1 -~~~~~~~. Figure 7 Good Housekeeping, Figure 8 Belle,- fful/Il:'s and Gardens, July 1955,26. February 1956,6.
Figure 3 National Geographic, Figure 4 National Geographic, March 1950, 18. April 1952, 22. COllstmcting The Past 53 52 Christina Catalano
Appendix r-. .... l
~i:[!?~ ,::>:.:: lhe Catl that ;:. ,: ,.'" 'L Saved. P'tlne
;";• J' .~...'._. _.. '·<"·'t"'·~·l··,.r,.." r~,,:'~~:~ " ~!.... ~_,?".. "; ,-'-~,} '. ~~~~~ BuIll Hnndall _~ n.,-...... _.a;o ..... ,_•. _'.~ ..~::._.. - 't'" .:."'.. If:':'-:'::''':::::.:'':'~~-··''' ';~.":.::-"-:- ~~.-:'::-: , {»I"" ..0-' , ;.•' f,t,L' riE~i;~:; ~~i~~:1>-~ .. - ... ~ ...• " .::.::~-:~.:~;c~: '1'.,! ;i~[~ (:Ilioll (lil (:Ollll'''"Y'''''''''''''' ::7;~',';_ ;.~..:." ~f~~t_~ ~~ ' i· ;/: '.;' ~ ._. .:.. 4:.:;..:·~=~-:":~: .., . Figure 5 Nationa! Geographic, Figure 6 Newsweek, 18 April April 1952, 104. 1955,89. Figure 1 Newsweek, t4 Figure 2 Life, 2 May 1950,26, January 1952,35.
:':':::iiI~~~' "'~~I;l '.JO_~' rnontr.~ d,-,TWo)Ob~ 1:;101
UIJIAi ~;,/i/ ·...... ; -.-. .' ~ ...., ~ ...... ::-~~ - . .-.,",,_ .. ..:: ...... ~ ~~ j _, ~ _ ..J_ _. m-~f.~~f:~~~:: ~~~l~:~f~¥~
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Figure 3 Natio/lal Geographic, Figure 4 National Geographic, March 1950, 18. April 1952, 22. Constructing The Past 55 54 Christina Catalano
r··-----' -, h_.11I I Endnotes
M,d'm' Suppose you traded I Jan Kurtz, "Dream Girls: Women in Advertising," USA Todu)', January 1997, 5c. ~hl "'Ih your hU5bandl - 2 Alice Courtney and Sarah Lockeretz, "A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements," JOl/rnal o{Marketing Research 8 (February 1971): 93. J Ibid. til 4 Linda J. Busby and Greg Leichty, "Feminism and Advertising in Traditional and Nontraditional Women's Magazines, 1950s-1980s," JOl/matism Quarterly 70 (Summer 1993): 249. I Joanne Meyerowitz, Not June C1em'a: Women and Gender in Postwar America" L /945-/960 (Philadelphia: Temple University Press, 1994),252. ,~_ •• 0/ •• , •.".__ -,- .. -...- . ... ~ .. _.~ 6 Betty Friedan, The Feminine Mystique (New York: Dell Publishing, 1963),219. ~~: L:'=:::~ :':;:if:.:;~·¥ _ 7 Ibid., 223. ,···~·_-·-··ii;;;:~for.1 ~~:~~~ iL 8 Courtney and Lockeretz, "A Woman's Place," 94. :-:.:::::. ,:=:-.:.~.:::-~,:.:" .-....-..- ~:=ii":";:::=.: . 9 Ibid., 95. . .•'...... l;,...... -. """"''' 1.~1. j
\\r(;,11<
Figure II Tillli',29 July 1957,49. Constructing The Past 55 54 Christina Catalano
Endnott'S
I " Madam SlIwose tw IOOed I Jan Kurtz, "Dream Girls: Women in Advertising," USA Today, January 1997, 5c. johs with you, husband? 1 Alice Courtney and Sarah Lockeretz, "A Woman's Place: An Analysis of the Roles Portrayed by Women in Magazine AdvcT1isements," Journal o.fMarketing Research 8 (February 1971): 93. J Ibid. • Linda 1. Busby and Greg Leichty, "Feminism and Advcrtising in Traditional and .' Nontraditional Women's Magazines, 1950s-1980s," Jou,."a!ism Quarterly 70 (Summer 1993): 249. ~ Joanne Meyerowitz, Not June Cleaver: Women and Gender in Postwar America" L 1945-1960 (Philadelphia: Temple University Prcss, 1994),252. . ..,J .• • ~. _ _ ...... -. __ .. _~.. l'" __ ...... t-. .." ••• _ .... 6 Betty Friedan, The Feminine Mystique (New York: Dell Publishing, 1963),219. .:~: ~~::~:~ ~1~C.~:;~¥ 1_ 'Ibid., 223. ,···~·_-_·~ii;;;~forol~ ~~=~~~ 8 Courtney and Lockeretz, "A Woman's Place," 94. ..::~:: ':::7.:~=:-~.-.. ~- :- ... ::'.:=;;-;:::= • 9 Ibid., 95.
....."...,I(;,....,...... _~ I.~'-~ 10 Susan 1. Douglas, Where the Girls Are: Growing lip Female with the Mass Media (New York: Random House, 1994),54-55. Figure 9 Better Homes and Gardens, tV hgure JvaClOnatlJeographic, II Adrienne Ward Fawcett, "NalTowcast in the Past, Women Earn Revised Role in April 1956,27. March 1952,34. Advertising," Advertising Age. 4 October 1993, S I. 11 Friedan, Feminine Myslique, 202. Il Emily S. Rosenberg, "Consuming Women: Imagl.'S ofAmericaniZ Figure II TiIlll',29.July 1957,49.