Context 1940's and 1950's

In the 1940's advert the message conveyed is trying to persuade women to get to the workplace to take the jobs the jobs of men who have gone to war. The advert however is still negative towards women, even when attempting to encourage them, this can be seen where it says "turns out you gals are useful after all". This is a backhanded compliment as it is evident that the men producing this advert did not initially believe that the women were useful but now that there are no women around, there is a place for them in the workplace. At this time the men had gone off to war and essential jobs needed filling, so women who were considered to be the servers of men were requested to fill these essential gaps. This advert is propaganda.

In the 1950's advert it is clear that the advertisers are trying to convince woman to get back in the household by producing quality commodities that will assist woman in their domestic life. Saying the the domestic commodities are made for women suggested that it is only women and not men that should be carrying out household roles such as washing. In this time the war was over and men coming back from the war needed their jobs back that women had been covering for them, so women needed to return to their household duties to keep society in balance. These are aspirational products as they are not essentials.

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