Archives par mot-clef : housewife

When advertisers are ideologues: the sad struggle of the housewife under 50 years old


Jean Allary

Since its establishment in the 60s, the concept of « the housewife under 50″ has always been a problem.

Firstly, the definition, of purchasing manager is statistically unclear: are you a housewife when you’re single? What about single men? And single-parent families? And students who return to their parents on weekends?

Particularly macho, if many women were actually inactive 50 years ago (29% of mothers with two children under sixteen years was working in 1968), making the household a metonymy of the home was not supporter of progress, challenges the arguments of the General:

« Let’s see what happens in a house: the housewife wants to have a vacuum cleaner, a refrigerator, a washing machine and, if possible, an automobile. That is the movement. At the same time, she does not want her husband to debauch, that the boys put their feet on the table, and that the girls do not come at night. That is the order! The housewife wants progress, but she does not want the mess. »