The Saturday Evening Post displayed white middle to upper classman with their bodies covered in formal wear. In the July issue the advertisements were geared towards selling products through women or attracting them. One ad had a married couple with the husband proposing a wedding gift of cutlery. However, the ad is for an insurance company to keep your belongings protected. The image at first seemed to come across as amusing but the cutlery gift symbolized the domestic wife of being in a kitchen cooking. Cars are heavily publicized in the magazine such as Ford, the car of the future for families. The image of a globe presents a wife on the phone dressed in work attire groomed neatly holding the daughters hand in the kitchen while the husband and son are in suits outside of the home window waving. From this one can say the women is left the domestic work while the men go off to do the hard labor driving off in this new car. Even the son seems to be going off to school while the daughter seems to stay at home and perhaps help the mother with her work.
On the other hand, articles were focused more on the men rather than wom...
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...hey mention ‘industrial managers remained reluctant to hire women because, among other reasons, they believed that women did not have the strength or aptitude for industrial work.’ (Kossoudji, Dresser 432) Women were seen as the lower sex because of the history of women dominating domesticity.
Life and the Saturday Evening Posts magazines implied women shouldn’t work and return to the household through advertisements and articles. These magazines show women towards the end of World War II that suggest the reasons as to why paid labor for women began to decrease and domesticity began to come more relevant again. The magazines images and words encouraged women to buy products that were used mostly in the home and barely in labor. Historians believe women were pushed out of paid labor after and towards the end of the war and they represented a lower cost alternative.
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