大象传媒

After the war, a woman鈥檚 place once more became the home. William Beveridge, the man charged with shaping Britain鈥檚 future, believed housewives had 鈥渧ital work to do in ensuring the adequate continuance of the British race鈥�. The same advertisers who had previously celebrated women鈥檚 war efforts, now encouraged women to fight 鈥榞erms鈥� not 鈥楪ermans鈥�.

Housework and family life became a woman鈥檚 principle route to fulfilment and achievement. But the advertiser鈥檚 image wasn't the whole story, in fact, 22% of married women continued to work after the war, and the number increased throughout the 1950s.