To believe all the colorful mid-century advertisements no one was the beneficiary of the cold war culture of casual, carefree living more so than the housewife of the 1950’s and ‘60s.
All manner of unparalleled ease from cleaning products to appliances promised the happy homemaker a life transformed, a life so carefree you could do as you please. So undemanding it was a world of child's play; so easy it turned routine into fun.
There was a fashionable young buoyant air about the mid-century housewife. Beguilingly feminine and Riviera radiant in her cascading stay fresh bouffant dress of Havana-vivid hues nipped to a tiny waist, she went about her household tasks smiling as if she hadn’t a care in this trouble-free world.
And why not?
It was to be a life of self polishing ease, of no rubbing, no scrubbing, no waxing, no buffing, with twice the shine in half the time; a wash and wear world of no stretching, no stooping, no bending, and absolutely…no complaining.Dirt A Rama
Despite the promises of effortless ease, it was simultaneously a constant state of war, a contest of nerve and will between the lady of the house versus dirt and disorder.
With the same zeal that cold warriors chased communists, housewives were convinced that there were hidden microbes and germs lurking in every corner. Glasses could no longer just be clean they had to be close up clean, everything had to shine like new, more sanitized and spotless than ever thought possible.Grime Chasers
All across the country while peace-loving American husbands lay awake at night, their nerves taught worrying about attacks from ICBM’s and UFO’s, the American housewife lost sleep fretting over an invasion already in progress, one that threatened every man woman and child.
The millions of dangerous invisible impurities that lurked undetected in every American town, threatening to turn all that lay behind the white picket fence of the suburban home a terrifying tattle tale gray.
All Out War
Just as the fighting in Vietnam escalated so did the never-ending battle over dirt and disorder, both with no end in sight.
You could never let up, not for an hour, nor a day, or a moment.
Not if you wanted a home you could be proud of, a home where the air seemed sunshine fresh and the sinks were sun shine bright; a house so fresh, so clean you'll wonder how you could have ever been satisfied before.
So even in this easy-does-it, fully automatic long-lasting beauty at the touch of a finger world filled with magical detergents and miracle fibers, mid-century women were still slaves to their homes, their days filled with never-ending repetitive tasks.A New Frontier Fantasy
A breath of fresh air swept in with the new frontier when President Kennedy challenged all Americans, “to excel to stand up and stand out.”
Though the atmosphere of the 1960’s was one of infinite challenges, women were still chained to their Electrolux vacuum cleaner chasing dirt, debating the well-worn topic of ring around the collar and exchanging the latest busy day Jello recipes while men joined the Peace Corps and saved the world.
While others were out marching for civil rights in the 1960s fighting to break the color barriers, hermetically sealed housewives were cheerfully living in a colorfast world obsessed with getting their wash and wear laundry not just white, but whiter than white, a white to unequal others. We shall overcome dirt.A Spotless Space Age
The Space age was in full swing but housewives were left back on earth to clean it.
And if we did make it to the moon Lestoil assured us it would be women who would clean it up.
With their gleaming new formula Ipana smiles, happy homemakers asked nothing more of others than to refrain from scuffing up the shine on her freshly mopped Glo coated floor.
In a world rampant with wars rioting and male entitlement these happy homemakers may have been smiling but more likely they were numb from Miltown or Valium.
Like underground nuclear testing,women's anger was to be buried underground beneath the surface, but the fall out would soon appear. Before the decade was out, women would become as agitated as their miracle 2 agitator washers.The Feminine Mistake
As discrepancies began to appear the New Frontier would pave the way for feminism as housewives were questioning just how happy and carefree they really were.
In beauty parlors across the nation while captive under their pink missile shaped hairdryers these women of containment shared their secrets, quietly discussing the problem that had no name.
Fifty years later, women still do the lion share of household cleaning despite working outside the home. When it comes to housework, even modern, egalitarian marriages bear a striking similarity to these vintage images.
Housework is the final feminist frontier!
© Sally Edelstein and Envisioning The American Dream, 2016. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Sally Edelstein and Envisioning The American Dream with appropriate and specific direction to the original content.
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