The Wife-Saving Appliance

Women were depicted as a lot who essentially spent their waking hours in the kitchen. Naturally, that meant that they were also the target of kitchen appliance ad campaigns, much like this one. It sells the idea of a solution to the endless hours spent cooking and cleaning. The oven is promoted as a “wife saver” because it solved the back-breaking clean-up that follows each cooking session.

It wasn’t enough to end it at that point but the promotional pamphlet further touts it as an appliance that will put an end to homemakers having to suffer from bruised hands and knees. They also throw in yet another stereotypical jab by referring to women as “homemakers.”