More is better: Mass consumption, gender, and class identity in postwar America

American Quarterly

Volumn 54, Issue 4, 2002, Pages 581-622

  Nickles, Shelley ^a  

^a National Museum of American History

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[No Author keywords available]

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EID: 33845350021     PISSN: 00030678     EISSN: 10806490     Source Type: Journal    
DOI: 10.1353/aq.2002.0040     Document Type: Review

References (205)

1. Quoted in Bennett M. Berger, Working-Class Suburb: A Study of Auto Workers in Suburbia (Berkeley, Calif.: Univ. of California Press, 1960), 84
2. "Eleventh Annual ASID Conference," Industrial Design 2 (Dec. 1955): 122-23
3. On Foley, see her obituary in The New York Times, Dec. 13, 1974, p. 48
4. Larrabee, "Rosebuds," 62-63
5. An argument for putting class relations back into the study of consumption has been effectively made by Victoria de Grazia and Lizabeth Cohen, "Introduction: Class and Consumption," International Labor and Working-Class History 55 (spring 1999): 1-5
6. James T. Patterson, Grand Expectations: The United States, 1945-1974 (New York: Oxford Univ. Press, 1996), 320-26
7. Daniel Horowitz, Vance Packard and American Social Criticism (Chapel Hill, N.C.: Univ. of North Carolina Press, 1994), 110-12, 118
8. Lizabeth Cohen, "A Middle-Class Utopia? The Suburban Home in the 1950s" in Janice Tauer Wass, ed., Making Choices: A New Perspective on the History of Domestic Life in Illinois (Springfield, 111.: Illinois State Museum, 1995), 58-67
9. Meg Jacobs, "Inflation: The Permanent Dilemma of the American Middle Classes" in Olivier Zunz, Leonard Schoppa, and Nobuhiro Hiwatari, eds., Postwar Social Contracts Under Stress (New York: Russell Sage, 2002), 130-53
10. see also Olivier Zunz, "Class" in The Encyclopedia of the United States in the Twentieth Century, ed. Stanley I. Kutler (New York: Charles Scribner and Sons, 1996)
11. Lizabeth Cohen, Making a New Deal: Industrial Workers in Chicago, 1919-1939 (New York: Cambridge Univ. Press, 1990), 7
12. Lee Rainwater and Gerald Handel, Status of the Working Class in Changing American Society (Chicago: Social Research Inc. for Macfadden Publications, 1961), 176
13. On the African American consumer market, see Robert F. Weems, Jr. Desegregating the Dollar: African American Consumerism in the Twentieth Century (New York: New York Univ. Press, 1998)
14. See also George Lipsitz," The Possessive Investment in Whiteness: Racialized Social Democracy and the 'White Problem' in American Studies," American Quarterly 47 (Sept. 1995): 373-74
15. On racial segregation in suburbia, see David Halle, America's Working Man: Work, Home, and Politics Among Blue-Collar Property Owners (Chicago: The Univ. of Chicago Press, 1984), 26-31
16. Historical studies that address postwar suburbanization include Kenneth T. Jackson, Crabgrass Frontier: The Suburbanization of the United States (New York: Oxford Univ. Press, 1985)
17. Elaine Tyler May, Homeward Bound: American Families in the Cold War Era (New York: Basic Books, 1988)
18. Barbara M. Kelly, Expanding the American Dream: Building and Rebuilding Levittown (Albany, NY.: State Univ. of New York Press, 1993)
19. On the working-class composition of postwar suburban development, see Daniel Seligman, "The New Masses," Fortune, May 1959, p. 108
20. William M. Dobriner, Class in Suburbia (Englewood Cliffs, N.J.: Prentice Hall, 1963)
21. Arthur Shostak and William Gomberg, eds., Blue-Collar World: Studies of the American Worker (Englewood Cliffs: Prentice Hall, 1964)
22. Herbert Gans, The Levittowners: Ways of Life and Politics in a New Suburban Community (New York: Pantheon Books, 1967)
23. Helena Znaniecki Lopata, Occupation: Housewife (New York: Oxford Univ. Press, 1971)
24. and Mirra Komarovsky, Blue-Collar Marriage (New York: Random House, 1962), although the latter does not focus on consumption per se
25. Jenna Weissman Joselit and Susan L. Braunstein, Getting Comfortable in New York: The American Jewish Home (New York: The Jewish Museum, 1990)
26. Nickles, "Object Lessons," ch. 3
27. Regina Lee Blaszczyk, Imagining Consumers: Design and Innovation from Wedgwood to Corning (Baltimore: Johns Hopkins Univ. Press, 2000), 139-41
28. Nan Enstadt, "Fashioning Political Identities: Cultural Studies and the Historical Construction of Political Subjects," American Quarterly 50 (Dec. 1998): 745-82
29. and Kathy Peiss, Cheap Amusements: Working Women and Leisure in Turn-ofthe-Century New York (Philadelphia: Temple Univ. Press, 1986)
30. and Roy Rosenzweig, Eight Hours for What We Will: Workers and Leisure in an Industrial City, 1870-1920 (Cambridge: Cambridge Univ. Press, 1983)
31. For the postwar period, see George Lipsitz, Class and Culture in Cold War America: A Rainbow at Midnight (New York: Praeger, 1981)
32. Lizabeth Cohen, "From Town Center to Shopping Center: The Reconfiguration of Community Marketplaces in Postwar America" in His and Hers: Gender, Consumption, and Technology, ed. Roger Horowitz and Arwen Mohun (Charlottesville, Va.: Univ. Press of Virginia, 1998)
33. On mass culture's potentially politicizing role for women, see Joanne Meyerowitz, "Beyond the Feminine Mystique: A Reassessment of Postwar Mass Culture, 1946-1961" in Joanne Meyerowitz, ed., Not June Cleaver: Women and Gender in Postwar America, 1945-1960 (Philadelphia: Temple Univ. Press, 1994), 229-62
34. Susan J. Douglas, Where the Girls Are: Growing Up Female With the Mass Media (New York: Random House, 1994)
35. For a study of postwar working-class culture in the South, see Pete Daniel, Lost Revolutions: The South in the 1950s (Chapel Hill: Univ. of North Carolina Press, 2000)
36. On African American consumer politics, see Weems, Desegregating the Dollar
37. and Alison J. Clarke, Tupperware: The Promise of Plastic in 1950s America (Washington, D.C.: Smithsonian Institution Press, 1999)
38. Historical scholarship usually treats working-class women's domestic consumption as assimilation. On postwar material culture as part of a new broad middle-class taste, see Thomas Hine Populuxe (New York: Alfred A. Knopf, 1986)
39. Karal Ann Marling, As Seen on TV: The Visual Culture of Everyday Life in the 1950s (Cambridge, Mass.: Harvard Univ. Press, 1994), 129-62, 243-83
40. For accounts of the design profession in the postwar period, see Jeffrey L. Meikle. "From Celebrity to Anonymity: The Professionalization of American Industrial Design" in Raymond Loewy: Pioneer of American Industrial Design, ed. Angela Schönberger (Munich: Presetel-Verlag, 1990)
41. Arthur J. Pulos, The American Design Adventure, 1940-1975 (Cambridge, Mass.: MIT Press, 1990)
42. On the notion of taste as an expression of class interests and a struggle over cultural capital, see Pierre Bourdieu, Distinction: A Critique of the Judgment of Taste, trans. Richard Nice. (Cambridge, Mass.: Harvard Univ. Press, 1984)
43. See also Herbert Gans, Popular Culture and High Culture: An Analysis and Evaluation of Taste (New York: Basic Books, 1974)
44. For broad discussions of competing value systems in defining consumer culture, see Lizabeth Cohen, Making a New Deal
45. Meg Jacobs, "'Democracy's Third Estate' : New Deal Politics and the Construction of a Consuming Public," International Labor and Working-Class History 55 (spring 1999)
46. Charles McGovern, "Consumption and Citizenship in the United States, 1900-1940," in Susan Strasser, Charles McGovern, and Matthias Judt, eds., Getting and Spending: European and American Consumer Societies in the Twentieth Century (Washington, D.C.: German Historical Institute, 1998), 37-58
47. On the gendered, working-class culture promoted in True Story, see Ann Fabian, "Making a Commodity of Truth: Speculations on the Career of Bernarr Macfadden," American Literary History 5 (spring 1993): 51-76
48. Eung-Sook Kim, "Confession, Control, and Consumption: The Working-Class Market World of True Story Magazine" (Ph.D. diss., Univ. of Iowa, 1992)
49. Statistics may be found in: Stephanie Coontz, The Way We Never Were: American Families and the Nostalgia Trap (New York: Basic Books, 1992), 24-5
50. Cohen, "From Town Center to Shopping Center," 190
51. See also, "Labor: A New Social Revolution" Fortune, Apr. 1958, p. 218
52. Daniel Seligman, "The New Masses," 108
53. Labor leaders focused on gaining higher wages and shorter hours for unionized workers. See Nelson Lichtenstein, The Most Dangerous Man in Detroit: Walter Reuther and the Fate of American Labor (New York: Basic Books, 1995)
54. Nelson Lichtenstein, "From Corporatism to Collective Bargaining: Organized Labor and the Eclipse of Social Democracy in the Postwar Era" in Steve Fraser and Gary Gerstle, eds., The Rise and Fall of the New Deal Order, 1930-1980 (Princeton: Princeton Univ. Press, 1989)
55. United States Bureau of Labor Statistics, How American Buying Habits Change (Washington, D.C.: United States Department of Labor, 1959)
56. "Worker Loses His Class Identity," Business Week, July 11, 1959, p. 90-91, specifically responded to the Labor Department report
57. William H. Whyte, Jr. "The Consumer in the New Suburbia" in Lincoln Clark, ed., Consumer Behavior: The Dynamics of Consumer Reaction (New York: New York Univ. Press, 1955), 1-14
58. See also numerous Fortune magazine articles from 1954 through 1960, including "The Rich Middle Income Class," Fortune, May 1954, p. 98, which refers to workers as the "new bourgeoisie,"
59. and Gilbert Burke, "How American Taste is Changing," Fortune, July 1959, p. 114-16
60. Major contemporary accounts linking mass consumption and changes in the class structure include: Daniel Bell, "Labor's Coming of Middle Age," Fortune, Oct. 1951, p. 114
61. Daniel Bell, The End of Ideology (New York: The Free Press of Glencoe, Inc., 1960)
62. David M. Potter, People of Plenty: Abundance and the American Character (Chicago: Univ. of Chicago Press, 1954)
63. David Riesman, Nathan Glazer, and Reuel Denney, The Lonely Crowd: A Study of the Changing American Character (Garden City, NY.: Doubleday & Co., 1955)
64. For a popular contemporary critique, see Vance Packard, The Status Seekers (New York: David McKay, 1959)
65. T.J. Jackson Lears, "A Matter of Taste: Corporate Cultural Hegemony in a Mass Consumer Society" in Lary May, ed., Recasting America: Culture and Politics in the Age of Cold War (Chicago: Univ. of Chicago Press, 1989), 38-57
66. Meyerowitz, ed., Not June Cleaver
67. Seligman, "The New Masses," 106
68. The classic contemporary critique of this ideology is found in Betty Friedan, The Feminine Mystique (New York: Dell Publishing, 1963), which focused largely on the plight of upper-middle class women
69. Ruth Schwartz Cowan, More Work for Mother: The Ironies of Household Technology from the Open Hearth to the Microwave (New York: Basic Books, 1983), discusses how the shift from servants to household appliances made middle-class women's work more like their working-class counterparts
70. Susan Strasser, Never Done: A History of American Housework (New York: Pantheon Books, 1989)
71. Ronald C. Tobey, Technology as Freedom: The New Deal and the Electrical Modernization of the American Home (Berkeley, Calif.: Univ. of California Press, 1996)
72. On changes in middle-class use of space for dining, see Richard N. Jones, "Changing Concepts of Home Building" in Marketing's Role in Scientific Management, ed. Robert L. Clewett (Chicago: American Marketing Association, 1957), 527-39
73. "Eleventh Annual ASID Conference," 62-63
74. On the pioneering role of Dichter, see Daniel Horowitz, "The Emigré as Celebrant of American Consumer Culture" in Susan Strasser, Charles McGovern, Matthias Judt, eds., Getting and Spending: European and American Consumer Societies in the Twentieth Century (New York: Cambridge Univ. Press, 1998), 157-66
75. The differences between Dichter's psychoanalytical approach and the sociological approach used by SRI in the service of Macfadden and other clients are effectively described in Michael A. Karesh, "The Social Scientific Origins of Symbolic Consumer Research: Social Research, Inc.," 7th Marketing History Conference Proceedings 7 (1995): 101-2
76. Arthur J. Pulos, The American Design Adventure, 258-60
77. T.J. Jackson Lears, Fables of Abundance: A Cultural History of Advertising in America (New York: Basic Books, 1994), 251-54
78. Russell W. BeIk, "Studies in the New Consumer Behavior" in Daniel Miller, ed., Acknowledging Consumption: A Review of New Studies (London: Routledge, 1995), 59
79. For a contemporary discussion of MR and design, see Avrom Fleishman, "M/R.: A Survey of Problems, Techniques, Schools of Thought in Market Research: Part I," Industrial Design 5 (Jan. 1958): 26-29
80. and "Postscript to M/R," Industrial Design 5 (June 1958): 70
81. On diversity in the home furnishings industries, see Blaszczyk, Imagining Consumers
82. Philip Scranton. "Manufacturing Diversity: Production Systems, Markets, and an American Consumer Society, 1870-1930," Technology and Culture 35 (July 1994): 476-505
83. On mass production, see David A. Hounshell, From the American System to Mass Production, 1880-1932: The Development of Manufacturing Technology in the United States (Baltimore: Johns Hopkins Univ. Press, 1984)
84. Ben Nash, Developing Marketable Products and Their Packagings (New York: McGraw Hill, 1945)
85. On the construction of national markets for branded, standardized goods, see Susan Strasser, Satisfaction Guaranteed: The Making of the American Mass Market (New York: Pantheon, 1989)
86. On the dynamic between mass consumption and market segmentation in postwar America, see Lizabeth Cohen, "The Class Experience of Mass Consumption: Workers as Consumers in Interwar America," in The Power of Culture: Critical Essays in American History, ed. Richard Wightman Fox and T.J. Jackson Lears (Chicago: Univ. of Chicago Press), 158-60
87. Zunz, Why the American Century, 93-112
88. On Fordism, see Hounshell, From the American System to Mass Production
89. For the earlier figure, see Tobey, Technology as Freedom, 115
90. for the later figure, see Lebergott, Pursuing Happiness, 113
91. Aldridge to Throckmorton (July 23, 1942), RCA/Hagley
92. Ben Nash, Developing Marketable Products, 19-25, 139
93. See also Stan Wellisz, "The Designer's Stake in the Changing American Market,: 97
94. Harold Van Doren, Industrial Design, (New York: McGraw Hill, 1940), 46
95. On the gendering of styling, see Roland Marchand, Advertising the American Dream: Making Way for Modernity, 1920-1940 (Berkeley, Calif.: Univ. of California Press, 1985)
96. Gartman, Auto Opium, 166-67
97. On these hierarchies more generally within modernism, see Christopher Reed, ed., Not at Home: The Suppression of Domesticity in Modern Art and Architecture (New York: Thames and Hudson, 1996), intro
98. For a useful summary, see Nigel Whitely, Design for Society (London: Reaktion Books, 1993)
99. Terry Smith, Making the Modern: Industry, Art, and Design in America (Chicago: Univ. of Chicago Press, 1993)
100. On Sloanism, see Alfred P. Sloan, My Years With General Motors, ed. John McDonald and Catherine Steven (1963; New York: Doubleday and Co., 1990), 58-70, 149-68, 179-81, 238-47, 264-78
101. "A New Kind of Car Market," Fortune, Sept. 1953, p. 224
102. Daniel Boorstin, The Americans: The Democratic Experience (New York: Random House, 1973)
103. James J. Flink, The Automobile Age (Cambridge, Mass.: MIT Press, 1988), 229-50
104. Whiteley, Design for Society, 13
105. On creating these visual symbols of value, see Nash, Developing Marketable Products, 19-25, 139-42
106. Eric Larrabee, "Autos and Americans: The Great Love Affair," Industrial Design 2 (Oct. 1955): 98
107. William H. Whyte, Jr., "The Cadillac Phenomenon," Fortune, Feb. 1955, p. 106-9, 174-84
108. Pierre Martineau, "It's Time to Research the Consumer," Harvard Business Review 33 (July-Aug. 1955): 47
109. Earl quoted in Phil Patton, Made in U.S.A.: The Secret Histories of the Things that Made America (New York: Penguin, 1992), 245
110. On the reasons Cadillac became a successful status symbol, see Whyte, "The Cadillac Phenomenon," 106-9, 174-84
111. Eliot F. Noyes, "The Shape of Things: Refrigerators," Consumer Reports 12 (May 1947): 176
112. Catherine Moran, "Report on Market Survey made on Home Refrigerators" (Feb. 15, 1949), Reel 16.28, Teague/Syracuse
113. Raymond Loewy, Never Leave Well Enough Alone (New York: Simon & Schuster, 1951), 221-23, 371
114. William H. Whyte, Jr., The Organization Man (New York: Doubleday & Co., 1956), 341
115. See also Lears, "A Matter of Taste," 44
116. and "The Rich Middle Income Class," 98
117. Pulos, American Design Adventure, 110-121
118. See "Persuading Image: A Symposium," Design 138 (June 1960): 54-57
119. MoMA, "What's Happening to America's Taste? A Panel Forum" (Apr 22, 1955), reel 16.32, Teague/Syracuse
120. On Teague, see Meikle, Twentieth Century Limited, 43-48
121. For the refrigerator industry in this period, see Robert C. Haring, Marketing of Mechanical Household Refrigerators (Missoula, Mont.: Montana State Univ., 1963)
122. "Both Fish and Fowl," Fortune, Feb. 1934, p. 90
123. Catherine Moran, "Report on Market Survey made on Home Refrigerators" (Feb. 15, 1949)
124. W.D. Teague, "Presentation of Model in Evansville" (Mar. 17, 1949)
125. RJ. Caniff, "Comment on Servel's 1950 Refrigerator Designs" [1949], reel 16.28, Teague/Syracuse. Servel clearly viewed working-class consumers as an important market, as evidenced by its frequent advertising in True Story magazine in this period
126. On working-class women's preference for "Cadillac handles" on kitchen cabinets see Larrabee, "Rosebuds on the Silverware."
127. "Department 817," Industrial Design 1 (Oct. 1954): 85
128. Elizabeth S. Weirick, "What Sears Roebuck and Co. are Doing to Give Their Customers The Best of Materials Obtainable" (Nov. 30. 1932)
129. and T.V. Houser, "The Whys and Wherefores of Sears Merchandise" (Mar. 30, 1939): 11-13, Sears Roebuck, & Co. Archives
130. Richard S. Latham, "The Artifact as Cultural Cipher" in Laurence B. Holland, ed., Who Designs America? (Garden City, NY.: Anchor Books, 1966), 266-67, criticizes this system
131. Van Doren, Industrial Design, 114-15, explicitly describes the design strategy behind the line and the step-up
132. Hine, Populuxe
133. For the complex values influencing women's consumption choices, see Parr, Domestic Goods
134. and Clarke, Tupperware
135. Consumer Reports 12 (May 1947)
136. MoMA, "What's Happening to America's Taste?"
137. Pierre Martineau, the Research Director of the Chicago Tribune, became an influential promoter and sponsor of MR using Lloyd Warner's social categories. Martineau hired SRI to conduct several studies for the newspaper. See Pierre D. Martineau, "The Pattern of Social Classes" in Marketing's Role in Scientific Management, ed. Robert L. Clewett (Chicago: American Marketing Association, 1957), 233-49
138. The quote is from The Chicago Tribune's Advertising Dept. in a printed but unpublished report, The Consumer Speaks About Appliances: A Presentation Based on a Motivation Study ... of Major Appliances (Chicago: Chicago Tribune, 1959)
139. For these assumptions, see also the Industrial Designers' Institute press release [Oct. 1959], box 99, folder: National Conference Chicago 1959 (Oct.), Industrial Designers Society of America papers, The George Arents Library for Special Collections, Syracuse Univ. [hereafter IDSA/Syracuse]
140. Pierre Martineau, Motivation in Advertising (New York: McGraw Hill, 1957), 163
141. Pierre Martineau, "New Look at Old Symbols," Printer's Ink 247 (June 4, 1954): 32
142. See also Horowitz "The Émigré and American Consumer Culture," 159-66
143. and Rainwater, Coleman, and Handel, Workingman's Wife, iv-xiv, 219-36
144. On SRI, see Karesh, "The Social Scientific Origins of Symbolic Consumer Research."
145. Robert P. Weeks, "Detroit Discovers the Consumer," The Nation (Oct. 19, 1959): 151-52
146. Pierre Martineau, "Social Classes and Spending Behavior," Journal of Marketing 36 (Oct. 1958): 121
147. Burck, "How American Taste is Changing," 188, credited Gardner with "pioneering the status symbol concept of advertising" by using Warner's social categories
148. On Warner and his critics, see Olivier Zunz, Why The American Century, 100-2
149. Robert S. Lynd and Helen Merrell Lynd, Middletown: A Study in Modern American Culture (1929; New York: Harcourt Brace Jovanovich, 1956)
150. William Lloyd Warner and Paul S. Lunt, The Social Life of a Modern Community (New Haven, Conn.: Yale Univ. Press, 1941)
151. Martineau, "Social Classes and Spending Behavior," 122; statistics in "This is Your Market: America Today ... 1954" (Chicago: Macfadden Pub., 1954)
152. "Selling the U.S. By Class," 79
153. For an example of the earlier market research reports, see Magazine Homes and Branded Merchandise (New York: Macfadden Pub., 1937)
154. Quoted in Marchand, Advertising the American Dream, 71, 54
155. True Story magazine, The American Economic Evolution 1 (New York: Macfadden Pub., 1930)
156. cited in Cohen, Making a New Deal, 101-2
157. Lizabeth Cohen, "The Class Experience of Mass Consumption" in Richard Wightman Fox and T.J. Jackson Lears, eds., The Power of Culture: Critical Essays in American History (Chicago: Univ. of Chicago Press, 1993), 158
158. Rainwater, Coleman, and Handel, Workingman's Wife, 18
159. Macfadden continued to sponsor and produce statistical market research reports in this period, including True Story Women's Group, This is Your Market: America Today ... 1954 (New York: Macfadden, 1954)
160. W.R. Simmons and Associates, Inc., The Women Behind the Market (New York: Macfadden-Bartell, 1962)
161. See also Kim, "Confession," 163
162. Burleigh R. Gardner introduction in Rainwater, Coleman, and Handel, Workingman's Wife, xiii
163. Status of the Working Class was published in 1961. The last Social Research, Inc. study for Macfadden that I have located is A Study of Working-Class Women in a Changing World (May 1973)
164. Martineau, "Social Classes and Spending Behavior," 124
165. Rainwater, Coleman, and Handel, Workingman's Wife, 23, 154
166. Sidney J. Levy, "Social Class and Consumer Behavior" in On Knowing the Consumer, ed. Joseph Newman (New York: John Wiley, and Sons, 1966), 147.1 am grateful to Sidney Levy for providing this reference
167. Rainwater, Coleman, and Handel, Workingman' Wife, ch. 2
168. Martineau, "Social Classes and Spending Behavior," 126
169. Martineau, "Social Classes and Spending Behavior," 125
170. Martineau, Motivation in Advertising, 168
171. On the concept of status anxiety, see Vance Packard, The Status Seekers
172. Martineau, "Social Classes and Spending Behavior," 122
173. "The New Customer: Skilled, Choosy, Culture-Hungry," Business Week, May 4, 1957, p. 69-70
174. See Kim, "Confession," 118-19
175. Berger, Working-Class Suburb, 76-78
176. See also Paul Fussell, Class: A Guide Through the American Status System (New York: Summit Books, 1983), on Chapin and other efforts to use furnishing choices as an index of class
177. Berger, Working Class Suburb, 93-97
178. On the politics of taste cultures and social class distinctions, see Gans, "Design and the Consumer," 31-36
179. and Bourdieu, Distinction
180. Quoted in Brett Harvey, The Fifties: A Women's Oral History (New York: HarperCollins, 1993), 127
181. On the distinctions between SRIs view, which accepted the usefulness of a "middle majority" market despite class differences, and Martineau's contrary view, see Martineau "The Pattern of Social Classes," 244
182. For an analysis of the "middle majority" market, see also Hurley, Diners, Bowling Alleys, and Trailer Parks, 12-19
183. On the working-class association of the social kitchen, see Kelly, Expanding the American Dream, 135
184. Kim, "Confession," 191
185. On appliance purchases, see in True Story: Adeline Garner, "Washing Work-Clothes is a Tough Job," TS (Apr. 1963): 94-95
186. Hyla O'Connor, "New Refrigerators Do Wonders," TS (Aug. 1948): 54-55
187. Esther Foley, "How Happy Can a Woman Be," TS (Nov. 1957): 88-89
188. "A Modern Range is a Clean Range," TS (Feb. 1960): 68-69
189. "The Endless Diaper ... and Your Machine," TS (Dec. 1955): 76-77
190. "For Our New Baby ... I Got This New Kitchen," TS (Nov. 1954): 72-73
191. and "New Ways to Kitchen Happiness," TS (Nov. 1952): 66
192. Peterson, Magazines in the Twentieth Century, 302-3
193. Esther Foley. "I Make Tomato Sauce from an Old Recipe," TS (July 1953): 68
194. HyIa O'Connor, "New Refrigerators Do Wonders," TS (Aug. 1948): 55
195. For the derivation of the "true stories," see Fabian, "Making a Commodity of Truth," 64-65
196. See Marchand, Advertising the American Dream, 53-55
197. "The Yellow Refrigerator," TS (Oct. 1961): 48-51
198. "Duchess in My Kitchen," TS (Mar. 1958): 48-51, 109
199. "The Woman Next Door," TS (Jan. 1953): 14
200. "Split Level Blues," TS (Mar. 1962): 46, 112-18
201. Sparke, The Sexual Politics of Taste
202. For oral histories, see Harvey, The Fifties
203. See also Lopata, Occupation: Housewife
204. Packard, The Status Seekers
205. For a thoughtful analysis of Packard, see Horowitz, Vance Packard and American Social Criticism