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Essay / Research Paper Abstract
12 pages in length. In the postwar years, there was a huge boom in the consumption of mass produced goods for the home heavily promoted by the manufacturing industries through a combination of advertising increased attention paid to the aesthetic stylization and display of commodities. Since the main purchasers of these goods were women, the design of consumer items became increasingly feminized. Examining the work of several 1950s designers and analyzing the extent to which their work was influenced by feminization of taste, finds the female affect was felt in myriad industries. Bibliography lists 18 sources.
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12 pages (~225 words per page)
File: LM1_TLC1950s.rtf
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a combination of advertising increased attention paid to the aesthetic stylization and display of commodities. Since the main purchasers of these goods were women, the design of consumer items
became increasingly feminized. Examining the work of several 1950s designers and analyzing the extent to which their work was influenced by feminization of taste, finds the female affect was
felt in myriad industries. After World War II, business attempted to create a predictable market out of growing families. Capitalizing on the
Post-War ideology of breadwinning fathers, the new ways in which children were being viewed and raised, and the notions of women as stay at home mothers, the new market focused
on women as the primary consumers and promoted the Cult of Domesticity in order to sell their products. However, this promotion required a certain number of women to enter
the professional sphere in order to sell and teach women the task of making home and the science of consumption. Here, women garnered new skills that otherwise would have
been foregone in the self-sufficient rural family. Suburbanization slowed the pace of progress that would have taken place in urban centers. Nevertheless, professionalizing home economics and consumer science
helped the very women it was teaching to stay home to enter the public sphere and traditionally male domains. Not only did the stereotypes propagated by professionalizing consumer culture
serve as a basis for backlash against stereotypical female roles, but it also taught women viable skills to enter the workforce - through the backdoor - ergo, creating a new
feminist consumer market along the way. II. PATRIARCHY PRIOR TO THE 1950S While advertising of the 1940s was significantly reflective of the
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