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Essay / Research Paper Abstract
15 pages in length. 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 propogated 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. Bibliography lists 17 sources.
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File: LM1_TLCWmnCC.rtf
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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 propogated 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. THE NOT-SO-SUBTLE CHANGE Susan Strassers Satisfaction Guaranteed : The Making of the American Mass Market makes it easy to understand
the growth pattern of gender-based consumerism that occurred throughout the twentieth century. From the beginnings of industrialism, through the modernistic era up until the self-seeking decades at centurys end,
Strasser (1989) provides the reader with a significantly better realization of just how clever and manipulative the mass marketing industry has been in order to obtain the target markets necessary
for such advertising success. While print advertisements of the 1940s were significantly reflective of the advancements of war and technology, there was an
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