[identity profile] cactuswren.livejournal.com posting in [community profile] vintageads
Good Housekeeping, November 1933:



In most American houses built in the past half-century or so, the kitchen is centrally located:  it's in many ways the hub of the house.  As "gay and cheerful" as they're trying to make this kitchen appear, it's uncomfortably obvious that the kitchen is a room at the back of the house where meals are made.

It's interesting that "you" are the one who prepares the meals, the one who's relegated to the "gloom and drabness" of the (unremodeled) kitchen ... while all financial decisions are left up to "your husband", and the concern is that the purchase not "ruin him financially".  This ad, in fact, is entirely about "your" only agency being your determination to cajole him into spending money -- his money, it's implied -- on remodeling the room where much of your daily work is done.  The persuading is yours to do ... but the decision is entirely his to make.

Date: 2013-10-02 01:02 pm (UTC)
From: [identity profile] corridor7f.livejournal.com
I agree with the "gloom and drabness" bit. This looks like a basement laundry room, at best.

Date: 2013-10-02 03:24 pm (UTC)
From: [identity profile] baron-waste.livejournal.com

Yes, if this is the “after,” the model example, I'd really have to wonder about the “before.” For one thing, carefully as I look at it, I cannot point to anything that proves this kitchen even has electricity. I see no wall outlets; the clock is not plugged in; that could well be a gas refrigerator sharing the same pipeline as the stove, the sink has no disposall… I mean, whoa.

[If that's a mixer on the far right, that would be the only evidence, and it would mean this house got the REA treatment, one (1) outlet in each room and one overhead light… which were godsends, of course, but that's it, folks.]

Date: 2013-10-02 04:43 pm (UTC)
From: [identity profile] ticktockman.livejournal.com
An electric clock would have its own outlet, high on the wall, inside a recess, with a hook attached. The clock hangs on the hook, blocking the view of the outlet, so the cord is out of sight. I suppose that the clock pictured -could- be a wind-up mechanical clock, but if so it is hanging in a very awkward position for daily winding.

Date: 2013-10-03 01:55 am (UTC)
From: [identity profile] baron-waste.livejournal.com
That's only if the wall were built with the clock already designed into it, or remodeled to that end. I agree, it's far more likely the clock is electric, but I'm not seeing anything else - not even a light over the sink, which you'd expect if the sink is not under the window as was the usual practice, for that reason. [Nor any over the range, which would be easy enough with the clock outlet right there!]

All around, I agree with [livejournal.com profile] cheesygirl, that's a gawdawful kitchen for daily use.

Date: 2013-10-02 03:15 pm (UTC)
From: [identity profile] baron-waste.livejournal.com

How many men read Good Housekeeping? “You” was pitched squarely at the actual readership, and the copy reflects practical reality, not “Women's Studies” 1984-style propaganda. If there's a problem, bringing it to the attention of the person who can arrange to fix it and making the proposal palatable is simple common sense. There were two different people involved here, performing different functions in running the house - complementary, not antagonists and bitter competitors as is the current Goodthink.

[his money, it's implied - Who earned it? By what right is it simply hers for the taking, as you imply? Of course he has final say, just as you would with the money you earn. Right?]

Date: 2013-10-02 05:23 pm (UTC)
From: [identity profile] ticktockman.livejournal.com
Is it "practical reality" to assume that the "complementary" relationship you are praising equates purchasing decisions with earnings in the marketplace?

Is it so unreasonable to think that in a partnership where each partner provides labor (some of it outside the home, some of it inside the home) that both partners should participate in spending decisions? Why should the inside laborer defer to the outside laborer?

You throw around phrases like “Women's Studies” 1984-style propaganda as if they somehow prove your point, but instead you're just sprinkling your argument with unsupported buzz words.

Date: 2013-10-02 06:00 pm (UTC)
From: [identity profile] aprilstarchild.livejournal.com
Whoa there, buddy. It would seem to me that she was just noticing and thinking about the ad copy.

Yes, in most homes back then, the woman did all the cooking and the men brought home the paycheck. (What paychecks could be had during the depression, of course.)

Personally, having been financially dependent on a partner before, I'd never do it again. Having to ask someone for money and justify what I spend it on is extremely unpleasant, and it was a huge part of why we broke up--he resented me asking for money and I resented needing to ask for it. To each their own; but it's not for me.

Date: 2013-10-03 01:47 am (UTC)
From: [identity profile] baron-waste.livejournal.com

I can well understand that. Indeed, financial independence is a major goal for anyone.

In general practice, of course, the household budget is established and doesn't need micromanaged. If she wants a new crockpot, she'd just go buy one, so what. Husband might not even notice; why would he? This, the advert situation, is more like the King going to Parliament and telling them WHY he needs all this extra money all of a sudden… [“I have to go fight King Louis of France!” “Didn't you do that last year? What good did it do us?”]

Date: 2013-10-03 02:34 am (UTC)
From: [identity profile] aprilstarchild.livejournal.com
Yeah, even in couples where both are bringing in money, remodeling the kitchen is likely something they're going to talk about!

As a side note, linoleum has a bad rap but old linoleum was actually made from linseeds and whatnot. I lived in an apartment for a while that was built in 1948 and had real linoleum tiles in the kitchen. It really does resist wear and tear and looked nice when it was clean. But if it was wet it was SO slippery! The back door led to the kitchen and if you were coming in from the rain you had to be careful or you fell on your ass.

Date: 2013-10-02 06:32 pm (UTC)
From: [identity profile] beetle-breath.livejournal.com
did you take a wrong turn in Albuquerque?

Date: 2013-10-03 06:48 am (UTC)
From: [identity profile] baron-waste.livejournal.com

This is an intriguing comment, but I don't get the reference. True, there's the old Johnny Cash song “Wanted Man”

Stopped in to Albuquerque
Just to get myself a map
Went the wrong way into Juarez
With Juanita on my lap…


- but I doubt that's what you had in mind!

Date: 2013-10-05 03:05 am (UTC)
From: [identity profile] meleth.livejournal.com
It's a Bugs Bunny reference. The old cartoons, the kind you like, with all the violence and racism still in.

Date: 2013-10-05 06:50 am (UTC)
From: [identity profile] baron-waste.livejournal.com

Yah, but y' know, if you ever get the chance to see the old original Woody Woodpecker cartoons, the b & w ones where he has thick legs and isn't “cute” at all - O my gawd. That famous laugh was the cackle of a lunatic, and I mean a homicidal psychopath! He got his jollies from seriously hurting people, and if he managed to actually kill someone it just made his day! Sure, I laughed at first, but watching several of these things back to back, as the pattern emerged I was appalled. Ren & Stimpy was funny. This wasn't funny at all.

Date: 2013-10-02 04:22 pm (UTC)
From: [identity profile] cheesygirl.livejournal.com
OMG, if that's the "after" gay and cheerful kitchen then 1930s housewife me would be ready for the insane asylum after making even one pot of tea.

Date: 2013-10-02 06:31 pm (UTC)
From: [identity profile] beetle-breath.livejournal.com
make that floor in shades of peach & you have the exact same pattern as my parents do in their kitchen.

Date: 2013-10-02 08:44 pm (UTC)
From: [identity profile] fallconsmate.livejournal.com
yes, because the photo is eye pleasing

however...SOMEONE has to have the final word on the budget, you know? and if it's the person bringing in the income..well, there ya go. it's how it works in this household anyway. :)

Date: 2013-10-03 12:01 am (UTC)
From: [identity profile] luke-russell.livejournal.com
Is that paper towel loaded the correct way?

Date: 2013-10-03 06:53 am (UTC)

Date: 2013-10-03 01:57 am (UTC)
ext_41593: (Default)
From: [identity profile] tudorlady.livejournal.com
Personally, I like the kitchen and really like the linoleum. The sink I could do without - nice porcelain ones were being made. Now I'm going to say something REALLY radical: I'd love to have someone to cook for and even be mildly appreciative of my housekeeping.

Date: 2013-10-03 02:39 am (UTC)
From: [identity profile] aprilstarchild.livejournal.com
I had a boyfriend for a few years that was "eh" on my cooking except for a few specific items, and surprise, I lost interest in cooking, and I was glad when he worked evenings 'cause then I could eat whatever I wanted.

All my other boyfriends thought everything I made was amazing, which meant I cooked more!

(I suck ass at housekeeping though. Nobody is complimenting that!)

Date: 2013-10-03 02:36 am (UTC)
From: [identity profile] franklanguage.livejournal.com
Still, those appliances look pretty awesome; I'd kill for a gas version of that stove, which looks like a Magic Chef™ to me.

Date: 2013-10-03 02:46 am (UTC)
From: [identity profile] teamrodent.livejournal.com
Would you have to wax the floor?

Date: 2013-10-05 09:52 pm (UTC)
From: [identity profile] alanlungs.livejournal.com
In reference to the clock. My house was built in 1954 it still has an outlet for the clock above the sink.

Date: 2013-10-10 10:49 am (UTC)
misstia: (arty me)
From: [personal profile] misstia
my house was built in 1926 and i have an outlet for a clock above the sink too!!!

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