Centre for Interdisciplinary Gender Studies

Using Archives to Teach Gender



All referenced quotes presented on the sidebars in this website are taken from the book Teaching Gender with Libraries and Archives: The Power of Information, edited by Sara de Jong and Sanne Koevoets.

Advertisement – 1972 Housework

Advertisement from St Michael News, November 1972.

This article is promoting M&S’s range of Homecare products which combined ‘high quality with affordable prices’. The image that accompanies the text shows a woman happily surrounded by all these new products, which are announced as making her role as a housewife much easier. As the article states ‘washing dishes is rarely enjoyable’ but at least with M&S’s ‘new Homecare range’ the housework can take less time.

The image of the woman highlights the gendered nature of housework at the time Рwomen were largely seen as solely responsible for the housework. Such stereotypes persist today Рwomen are still responsible for the vast majority of the housework even when in paid employment. Current adverts for domestic products are still dominated by women, continually reinforcing these expectations.



Click on the image to view full-size

You may also be interested in videos of M & S advertisements broadcast on television throughout the 20thcentury. To find out where you can access these videos, click here.

Source: Marks & Spencer Company Archive

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