or her husband to come home, doing the laundry, and buying food with the money her husband gave her. Whereas, the husbands role was to bring in the money to support the family. Movies would portray such a lifestyle as being the norm, what society should be like. The companies, would market their product specifically with the intent of appealing to the females, just as they do today. The roles were pretty set, and no one really complained about where they fit in. For females, they were raised at a young age to accept their roles, and were conditioned to look to be the best housewife for her husband. The belief in a women’s destined social role, prior to WWII, was reinforced by the popular media of the day. “Since women bought 65-80% of all goods sold in the U.S, advertisement and product designs were frequently aimed at feminine concerns, at least as male advertising executives saw them.”(American Decades pg.279) Magazines were filled with images of dedicated housewives whose main concern was their family and pleasing their husband. The men were conditioned to work for the good of their family. Always perceived as the stronger sex, having to take care of the weaker one, which was the female.Once the war started, the roles of the men and women changed. Due to the war, the majority of the men in the work fields at the time went off to do their duty and fight in the army for their country. Meanwhile, back at home; companies were faced with no one to work for the company since the majority of the workforce at the time was male. This is when the propaganda started. Suddenly it became OK for a women to hold a mans position. In fact, it was her duty to the greater U.S, to step up and help out. It was the mini war for the females. Now, the media glamorized the workingwoman. Whereas before, she was portrayed as poor, ugly and run down, she was now held in a different light. Pictures were posted of a strong, confidant women, goin...
