The 1950’s was the era of new technology. From the washing machine to the toaster, these new appliances were created to essentially make women’s work easier with a touch of a button. With the help of 1950’s ads, appliances appeared to rescue women from their housework by doing the job for them and allowing housewives to spend more time with their families. A specific 50’s ad that appears to rescue women from work is the Hotpoint Dishwasher ad, which not only illustrates it’s automatic purpose of washing dishes, but also its ability of securing a woman’s relationships with her family. Unfortunately, similarly to other 1950’s household appliances, the Hotpoint Dishwasher fails to liberate women and instead provides them with more work. Although…show more content… In order to make the dishwasher appear magical, the ad depicts the housewife in a plain, white kitchen trapped behind a white wall of dishes, while her family is at leisure in a bright and colorful living room. The color white seems to represent dullness and even torture, since the housewife is stuck in the kitchen constantly cleaning dirty dishes. The living room, on the other hand, represent liveliness, happiness, and even recreation, because the father and the kids are relaxing and not worrying about work. Similarly to the image of the living room, the dishwasher depicted under the housewife also represents liveliness and recreation because of the colorful washed dishes in the dishwasher. The bright and colorful dishes in the dishwasher reveal the appliances magical function of producing clean dishes automatically, while also liberating a woman from washing dishes herself. Compared to the dull white dishes being hand washed, and the colorful dishes being automatically washed in the dishwasher, the dishwasher seems like the better choice, because the bright colors represent a happier and satisfying life with the use of an automatic appliance. The dishwasher not only has the magical function of automatically cleaning dishes on its own, but by doing so, it also have the ability of liberating women from washing the dishes themselves. Essentially, this ad uses the bright and happy colors to convince the audience that the dishwasher would result in a better and liberating life for women, because it allows them to relax and spend time with their families while the dishwasher automatically washes the
