The Beauty Myth Phenomenon

After World War II, the nation was blooming. Everything was growing, people were going to college, and wealth grew. The idea of the perfect American life was developed, this included a husband that worked and a wife that stayed home and took care of the house and children. To look at how women are affected by this perfect life I am analyzing “Governor Adlai Stevenson Tells College Women about Their Place in Life, 1955” and “Good Housekeeping: Every Executive Needs a Perfect Wife, 1956”.

The stereotyping of women is quite common in today 's society and throughout history. In the past, women have taken the full time job of being a mother and a housewife. The 1930s initially started the ideal image of a woman. A woman was often represented as a maid-like being who would serve to their husband and children. In Richard Alleyne’s article, “Advice for women in the 1930s: Nothing Destroys the Happiness of Married Life More than the Lazy, Slovenly Wife,” he discusses the frequent expectations of a housewife. Common assumptions included; “Don’t argue with your husband; do whatever he tells you and obey all his orders” (1) and “Nothing destroys the happiness of married life more than the lazy, slovenly wife” (1). These rules have often been published into past newspapers that were

The book describes how complex societal dictation dominated the lives of women and left no room for growth as a unique individual with a passion other than homemaking. It called upon women to take a stand against these so called norms and “seek new opportunities for themselves” (“Betty Friedan”). It instantly became sensation and “continues to be regarded as one of the most influential nonfiction books of the 20th century” (Michals). It struck a nerve with all women alike, leading to a “feminist explosion” (Kaplan) because of the recognition of themselves in Friedan’s work (Parry) and the familiarity shared between the women created a sense of community. It also brought public awareness to the glamorized domestication of

While social change has brought on more changes than what women are a custom too, at one point in history women actually felt a form of importance in fulfilling their roles not only in the home; but outside as well. “These demographic shifts account for many new or altered roles, such as increased number of duel-earner families, later and fewer marriages, fewer children, increased life expectancy, and the massive migration shifting employees across a nation and across the globe” (Lindsey, 2011, pg. 275).

Friedan, however, was no ordinary housewife. Before starting her family, she had worked as a newspaper reporter; even after her children came, she wrote regularly for the major women 's magazines. By 1957 she was fed up with the endless stories about breast-feeding, the preparation of gourmet chip dips, and similar domestic fare that was the staple of ‘Redbook‘, ‘McCall 's‘, and ‘Ladies ' Home Journal‘. She had noticed many women like herself who worked outside the home and felt guilty because their jobs threatened their husbands ' roles as providers or took time away from their children. Thus Friedan began to wonder not only about herself as a woman, a wife, and a mother, but also about the role society had shaped women to play.

An average, women during the 1960’s were held accountable for many responsibilities. Women led very different lives during this time period. Punctual, responsible, and reliable were just some of the many standards that were expected from society. At the age of twenty women were expected to be married; soon after they would become pregnant. Raising a family and devoting their lives to be the best housewives possible. Legally women made no earnings or any income for that matter. Child care and in vigorous chores were a part of their daily routine. Women had no say financially. Women had one duty, and that was to be a housewife. Men had all the control in marriages; after all they were the bread winners. Women were stuck in a vicious cycle of controlling and power hungry men. Comparing women from the 10960’s to the women in today’s generation is quite astonishing. The women’s rights movement fought for women to be free. Women no longer need to be chained to such degrading and depressing circumstances. Raising a family and having a husband is a beautiful goal most women dream of. However, we should also have the right to decide when we want to marry and to whom we believe is the right candidate. “Why I Want a Wife” written by Judy Brady raises a powerful message on women in the 1960’s. Judy touches upon the idea that women had constantly been expected to be in confined and submissive relationships. Brady perfectly depicts the

The roles and expectations for women in the 1950s differed in many ways from today’s society. “Society placed high importance and many expectations on behavior at home as well as in public” (Colorado.edu). In the 1950s women were considered “housewives”. Women’s sole purpose was to maintain the home, take care of the children, provide meals, and be obedient wives. “Good wives” listened to their

Before 1939, the “ideal woman” was the devoted housewives whose sole purposes in life was to be devoted to her husband, raise the children, and keep a tidy house. However, all

Advertisements in the 50s started to glamorize being a house wife sending out the message that a woman’s role was in the home smiling, arms loaded with cooked food or women cleaning the house and portraying that the women in the advertisements were happy and content with this role in the home (Google Books, 2017)). A smiling house wife who was cooking and cleaning was a “Normal American Women’(1950s.weebly.com, 2017)) women in the 1950s were perceived as nothing more than the homemaker. It was quite unheard for a woman to go to college and receive an education, they were expected to be a stay at home wife and nothing more, they were seen as dedicated housewives who’s only goal in life were that of pleasing their husband. Society in the 1950s believed that women should not work as this would involve leaving the house and not placing attention on her family((Google Books, 2017)). Men in the 1950s had complete control over their wives with the

After all the devastation brought about by the Great Depression and World War II, Americans desired and sought for a return to normalcy during the 1950s. With men away at war and women pursuing jobs, the rate of divorce skyrocketed as families were being split apart. Juvenile delinquency rose in great numbers due to the lack of parental supervision during wartime. This evoked fear in the American people that the survival of the “traditional American family” was in jeopardy. Thousands of women were pushed out of the workforce and back into their homes as returning soldiers resumed their positions on the job. Suburban housing flourished as the notion to conform spread across the country. The 1950s was a period of conventionality, when both men and women practiced strict gender roles and complied with society’s expectations in attempts to recreate the “American Dream”. The concept of the “Ideal Woman” created a well-defined picture to women of what they were supposed to emulate as their proper gender role in society. A woman was told her primary interest was everything but herself. She was expected to cook, clean, take care of the kids, and be a loving wife who waits for her husband to come home in order to adhere to his needs. Taking time to care for herself was never in the picture. The idea of conformity trapped these women in suffocating boxes that allowed no room to breathe. The pressure put on women to be the core of the entire family while keeping her husband happy was

It was unfair for women to have to return their normal lives or even begin one as being a housewife. After the war only few women kept their jobs if needed and if not would be released slowly. wanted to In 1957, about 70% of working women held clerical positions, assembly lines or service jobs. Only 12 % held a profession and 6% held management positions. Those that held professional jobs worked as nurses and teachers and lived a normal life. Advertisements in the magazines and T.V. shows were somewhat defined as the role of motherhood and dedicated housewives whose only goal in life was to meet the pleasures of their husband and children. Society believed women fit this role and it should be the goal for women to consume. The number of girls who entered college dropped during the 50s and women left college early to marry after the war and other women who did stay were not planning on working toward any job

Why are we so unfulfilled? What is our role in life? Is there more to life than baking cookies an ironing sheets? These are questions that housewives across America asked themselves on a daily basis in the 1950s. These women were part of what is now consider the “Cult of Domesticity” which focused on the happiness of the family unit and the wholeness of the home.

As I analyzed three different issues of the Ladies’ Home Journal that were published in 1960, I was able to gain a deeper understanding of how women were perceived during the year in which my mother was born into. Since the magazine was mainly targeted towards housewives, it included features on marriage, beauty, fashion, food, and interior decoration. The messages perpetuated by the advertisers, news writers, and fictions writers would often contradict each other and sometimes agree. The publications would try to influence women’s marriage life, the way they looked, what they should eat, and how they should care for their families. Marriage and beauty were two of the most important things in a woman’s life according to the magazine.

The true feminine, in contrast, was putting the husband and the family first. All a woman needed to do was cleaning the house, preparing foods, taking care of kids, and loving her husband. It seemed like being charming housewives was everything that a woman can ever dreamed of. However, countless women experienced emptiness and incompleteness, or “the housewife’s syndrome,” during the time. The absence of sense of

The era of the housewife usually paints a rosy mental picture; a white picket fence, a large house with a big yard, a beautiful family, and homemade goods. However, as seen in Betty Friedan’s article “The Problem That Has No Name”, describes the turmoil experienced by housewives of the 1960s. The problem was described and become popularized in a variety of ways by media outlets, such as ungrateful housewives that had too much education to realize “how lucky she is” (52). The women who experienced the problem described the feelings of inadequacy and frustration such as “I feel empty some how” or “I feel as if I don’t exist” (50). Although Friedan does not clearly state what the exact problem is it is apperant that these women want more from