I've received several emails in the past six months with the same vintage ads on them. It was interesting to see that the one had the subject "Ah, those were the good old days," and the other had the subject line of "You'll never see these ads again. Thank heavens!"
The majority of Americans would think this ad is wrong, that it objectifies women, it makes the statement of saying that women should be in the home - dare I say it? - "barefoot in the kitchen." The only problem is that today we equate women being in the home with "barefoot in the kitchen" and all of the "cave-man" barbarities nuanced in that phrase. If there is one thing we can say for feminism, it is that it has been successful at ingraining in the American public a knee-jerk reaction against patriarchal norms, by misapplying and redefining what it means to patriarchal. Modern society no longer can even imagine a concept of patriarchy to mean that men are predominantly the ones in paying jobs, government, business, and heads of households, while women are un-monetarily
valued (not devalued, like feminists would like to persuade) for their role as mothers and wives. Patriarchy now means misogyny.
Let's look at another:
A Hoover! I am so offended! To be honest, you know what I want for Christmas this year? No, not diamonds (pfft...who wants diamonds?), or jewelry, or a new car, or an electronic gadget. I'd like a kitchen-aid, but I don't know, I guess I should be offended if my husband buys it for me - as if though buying something to help someone out with their work should cause offense!
Let's change up the scenario a bit. Let's suppose a woman who runs a stay-at-home business doesn't own a computer - wouldn't she just be ecstatic that her husband bought her a computer for Christmas? And why is it that we don't consider
that offensive? Because it's a
real job; that woman is contributing to civil society, earning actual money, unlike those housewives who are, what? home because they are too stupid to be able to handle a real job? That's what feminists would like to convince everyone of. I don't give a drop of credit to career mothers, unless they are single and have no other option. Hey ladies, you want to know what's hard? Quit your day job and do what you should be doing - stay at home and mother your kids! For no money!!
Females (and males in regards to females) have lost their sense of value in regards to women's role as wives and mothers. We now consider that a woman's worth is the same as a man's (yay for equality, right?) and the problem with that is that it cripples the ability for women to be good women, good mothers, good house-keepers, good wives. Why? Because they don't get a pay-check for it! There's no cash in hand saying your
work person is worth this much!
Actually, that is not the entire problem, the other half of it is the skewed understanding of work. Traditionally people worked in order to provide for their family, to be with their family,
outside of work. It's a chicken or egg scenario what came first; whether feminism, in its endeavor to get women out of the home, made the utility of work the be all and end all of human existence, or whether that utility came first and merely supported and facilitated what feminism was trying to do. I highly recommend reading Joseph Pieper's
Leisure the Basis of Culture in regards to understanding work as life v. home as life. I think many people would be surprised by what category they find they fall into.
Let's take a gander at another one of these stimulating ads:
Isn't that convincing? It's not only insulting to women, it's also insulting to men! Not only does it assert that it is in the nature of women to desire things which relate to the home, they also assert that men are susceptible to being manipulated by the tears of their wives! (Hm, why do I think that the latter insult doesn't even come to modern women's notice when they see this ad?)
Last one, and my personal favorite:
I think most people would scratch their heads and say, "hm, what has he got to be excited about?" Well, for starters, at the time this ad came out men actually valued women for their work in the home; they didn't expect them to get jobs.
Women's worth to society was "priceless." Way to go feminism! And here's another episode of "Cut off your nose to spite your face!" Now men not only
hate having women in the working place, they also think women are
worthless in the home!
Secondly, he's excited b/c he's happy to see her up and about - any hard-working mother with a passle of kids can tell you that if one is doing their duty, being a mom is WORK, especially if one also has to deal with the energy sapping problems associated with pregnancy, new babies, etc.
Now, the bitter egalitarian masculist will tell you that she looks all fresh because she didn't do crap all day, and will go on to gripe about how women should be bringing home the bacon same as the men. My problem with that is, who's mothering the children? You are actually PAYING a disinterested third party to do her job...? What about the house? You are both actually staying up late to catch up on all the housework, do the laundry, fold the clothes, vacuum and mop the floors, and clean the bathrooms? Or do you HIRE a maid for that? What about meals? Or are those usually fast-food and take-out? What about your sex-life? Or is she too tired because there's just no time with all the other crap she (and you) had to do 'til ten o'clock at night around the house. (scratches head) Equality? Seems pretty lame to me.
To sum up, I'd say that "Ah, the good old days," was a perfect subject line for the email, and not in the patronizing, sarcastic way that I am sure it was intended.