about finding work for the returning soldiers and fueling the consumer economy. It was important to put pressure on working women to get them back into their homes again, buying household products. How to do this? "The marketers' reports described how to manipulate housewives into becoming insecure consumers of household products: 'A transfer of guilt must be achieved...capitalize on guilt over hidden dirt...stress the therapeutic value of baking, they suggested...make housework a matter of knowledge and skill, rather than a matter of brawn and dull, unremitting effort...identify your products with spiritual rewards...for objects with added psychological value, the price itself hardly matters.'"The ramifications of this social propaganda were reflected in the television shows of the day: Ozzie and Harriet, Leave it to Beaver, Make Room for Daddy, the Donna Reed Show, Father Knows Best, etc. In these shows we saw the image of the happy housewife, who didn't seem to do anything but waltz around her beautiful home in her pretty dress, immaculately made-up, looking after her family. We rarely saw her visiting with friends, we never saw her involved in school, civic or other cultural activities. She was blissfully serene in her safe, clean suburban bungalow full of modern appliances.During the 1960s, the second wave of feminism began to make itself felt. New avenues for women outside the home emerged, and women left in droves. "The women's movement nearly succeeded in toppling the economics of the magazines' version of femininity...As women abandoned their role as consuming housewives and entered the work force, their engagement with the issues of the outer world could forseeably lead them to lose interest altogether in women's magazines' separate feminine reality...and the magazines' authority was undermined still further with the fashion upheavals that began in the late 1960s, the end of haute couture and the beginning of what fashion hist...
