大象传媒

Following the Second World War, more and more women had become dissatisfied with their traditional, homemaking roles. The problem for working mothers was now how to hold down a job and still find the time to be a good housewife. The advertisers began to address this dilemma and offered a solution: a series of convenient, timesaving products that would allow a woman to fulfil here wifely duties without spending ages chopping and pealing in the kitchen. Despite this, the education system still reinforced traditional gender roles; while boys studied woodwork, the girls were doing home economics.