Tag Archives: middle class

I found this marvelous video archive of TV commercials of 1950s glorifying modern kitchen.  I would say that it is extension of the ideas expressed in Nickles Shelley article and the way marketing strategies evolved throughout 50s.

The first commercial I find specially significant because it sells to both working class and middle class families. First it shows working class family and the way how they can make their kitchen more modern, by buying new appliances one at the time. Ad-makers in a way show working families that they can afford their products. They also prove to families that up to date kitchen saves a lot of time and turn chore of cooking into pleasure, thus appealing to a working class housewife who perceives her chores as work. I especially admired how ad was describing old refrigerator as “too small for present day supermarket shopping habits”, so family had to buy new bigger one to fit more goods in it. Ad also showed some details, like flower-printed curtains, that working class people could relate to, which was probably based on conclusion about working class taste drawn on researches described in article we read. It also showed families prospective purchases on their way to a new shiny modern kitchen, and named it “envy of the neighborhood”, reinforcing the connection between goods that family owns and their status among peers.

Next that commercial shows the kitchen of middle class family, that is already equipped with necessary appliances.  To sell products to this family, ad makers emphasize the “look of tomorrow” that women allegedly want. They cater to middle class taste with charcoal grey appliances, using words ‘sophisticated” and “efficient”.

Clearly there is no limit to desire, families are pushed to buy newer, latest, better and in more quantities.