Freedom and Independence for Women in the 1950's

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Freedom and Independence for Women in the 1950's

Having invested 27 million dollars and eleven years of research, Du Pont de Nemours Inc. roused world-wide interest when the company displayed the first ever nylon stockings in the New York World Fair in 1938. Nylon apparel, including women's lingerie and foundation garments, soon appeared on the American market in wide varieties. Unfortunately, the quantities were limited. Women paid deathly high pre-war prices to obtain a pair of these famous nylons; they quickly became a symbol of status and wealth (Ewing, 111). Its heyday, however, was brief, for in February 1942, America's nylon literally went to war with the soldiers, and nylon stockings temporarily became extinct. Post-war attitudes toward nylons and other underwear drastically differed from those of the pre-war. This 1952 Du Pont Nylon ad coincides with this change. The advertisement indicates not only the remaining post-war patriotic sentiments, but also the progress women made since the 1930's in obtaining more freedom, independence, and simplified lifestyle.

The 1950's encompassed a spirit that rallied around the American cause. It was fashionable to be patriotic, and Du Pont utilized manipulation of color to suggest that wearing Du Pont nylons is indeed patriotic. No other colors exist than red, white, and blue -- from the white boat to the blue high heels, patriotism is painted all over the ad. The two characters in the ad support the American cause by supporting the nylon company. Wouldn't you? This effective advertising technique guilted many women into buying Du Pont Nylons.

Before the war, women stayed home to take care of the family, but the war forced many to go to work. Women finally tasted the sweet...

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...s. The introduction of nylon and of the mass-production methods that were stimulated by the rising demand for what now became a machine-made article progressively led to simpler and more functional lifestyles (Ewing 1 1 7). This fabric could be rinsed out and drip-dried in an hour or two with no need of ironing. The woman in the ad has no time for laborious tasks that come along with complicated clothing: she has people to see, things to do, and new areas to conquer.

As you women put on your favorite pair of fish net nylons, consider the changes the post-war women made to allow you that freedom and independence. Though women were suppressed in many ways during the 1950's, they were able to gain many rights which progressed women along the road towards the rights we enjoy today.

Works Cited

Ewing, Elizabeth. Underwear, a History. Theater Art Books, 1972.

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