The Feminine Mystique (29 page)

Another survey reported that there was a puzzling “desexualization of married life” despite the great emphasis on marriage and family and sex. The problem: what can supply what the report diagnosed as a “missing sexual spark”? The solution: the report advised sellers to “put the libido back into advertising.” Despite the feeling that our manufacturers are trying to sell everything through sex, sex as found on TV commercials and ads in national magazines is too tame, the report said, too narrow. “Consumerism,” is desexing the American libido because it “has failed to reflect the powerful life forces in every individual which range far beyond the relationship between the sexes.” The sellers, it seemed, have sexed the sex out of sex.

Most modern advertising reflects and grossly exaggerates our present national tendency to downgrade, simplify and water down the passionate turbulent and electrifying aspects of the life urges of mankind. . . . No one suggests that advertising can or should become obscene or salacious. The trouble lies with the fact that through its timidity and lack of imagination, it faces the danger of becoming libido-poor and consequently unreal, inhuman and tedious.

How to put the libido back, restore the lost spontaneity, drive, love of life, the individuality, that sex in America seems to lack? In an absent-minded moment, the report concludes that “love of life, as of the other sex, should remain unsoiled by exterior motives . . . let the wife be more than a housewife . . . a woman . . .”

One day, having immersed myself in the varied insights these reports have been giving American advertisers for the last fifteen years, I was invited to have lunch with the man who runs this motivational research operation. He had been so helpful in showing me the commercial forces behind the feminine mystique, perhaps I could be helpful to him. Naively I asked why, since he found it so difficult to give women a true feeling of creativeness and achievement in housework, and tried to assuage their guilt and disillusion and frustrations by getting them to buy more “things”—why didn't he encourage them to buy things for all they were worth, so they would have time to get out of the home and pursue truly creative goals in the outside world.

“But we have helped her rediscover the home as the expression of her creativeness,” he said. “We help her think of the modern home as the artist's studio, the scientist's laboratory. Besides,” he shrugged, “most of the manufacturers we deal with are producing things which have to do with homemaking.”

“In a free enterprise economy,” he went on, “we have to develop the need for new products. And to do that we have to liberate women to desire these new products. We help them rediscover that homemaking is more creative than to compete with men. This can be manipulated. We sell them what they ought to want, speed up the unconscious, move it along. The big problem is to liberate the woman not to be afraid of what is going to happen to her, if she doesn't have to spend so much time cooking, cleaning.”

“That's what I mean,” I said. “Why doesn't the pie-mix ad tell the woman she could use the time saved to be an astronomer?”

“It wouldn't be too difficult,” he replied. “A few images—the astronomer gets her man, the astronomer as the heroine, make it glamorous for a woman to be an astronomer . . . but no,” he shrugged again. “The client would be too frightened. He wants to sell pie mix. The woman has to want to stay in the kitchen. The manufacturer wants to intrigue her back into the kitchen—and we show him how to do it the right way. If he tells her that all she can be is a wife and mother, she will spit in his face. But we show him how to tell her that it's creative to be in the kitchen. We liberate her need to be creative in the kitchen. If we tell her to be an astronomer, she might go too far from the kitchen. Besides,” he added, “if you wanted to have a campaign to liberate women to be astronomers, you'd have to find somebody like the National Education Association to pay for it.”

The motivational researchers must be given credit for their insights into the reality of the housewife's life and needs—a reality that often escaped their colleagues in academic sociology and therapeutic psychology, who saw women through the Freudian-functional veil. To their own profit, and that of their clients, the manipulators discovered that millions of supposedly happy American housewives have complex needs which home-and-family, love-and-children, cannot fill. But by a morality that goes beyond the dollar, the manipulators are guilty of using their insights to sell women things which, no matter how ingenious, will never satisfy those increasingly desperate needs. They are guilty of persuading housewives to stay at home, mesmerized in front of a television set, their nonsexual human needs unnamed, unsatisfied, drained by the sexual sell into the buying of things.

The manipulators and their clients in American business can hardly be accused of creating the feminine mystique. But they are the most powerful of its perpetuators; it is their millions which blanket the land with persuasive images, flattering the American housewife, diverting her guilt and disguising her growing sense of emptiness. They have done this so successfully, employing the techniques and concepts of modern social science, and transposing them into those deceptively simple, clever, outrageous ads and commercials, that an observer of the American scene today accepts as fact that the great majority of American women have no ambition other than to be housewives. If they are not solely responsible for sending women home, they are surely responsible for keeping them there. Their unremitting harangue is hard to escape in this day of mass communications; they have seared the feminine mystique deep into every woman's mind, and into the minds of her husband, her children, her neighbors. They have made it part of the fabric of her everyday life, taunting her because she is not a better housewife, does not love her family enough, is growing old.

Can a woman ever feel right cooking on a dirty range? Until today, no range could ever be kept really clean. Now new RCA Whirlpool ranges have oven doors that lift off, broiler drawers that can be cleaned at the sink, drip pans that slide out easily. . . . The first range that any woman can keep completely clean easily . . . and make everything cooked taste better.

Love is said in many ways. It's giving and accepting. It's protecting and selecting . . . knowing what's safest for those you love. Their bathroom tissue is Scott tissue always. . . . Now in four colors and white.

How skillfully they divert her need for achievement into sexual phantasies which promise her eternal youth, dulling her sense of passing time. They even tell her that she can make time stand still:

Does she . . . or doesn't she? She's as full of fun as her kids—and just as fresh looking! Her naturalness, the way her hair sparkles and catches the light—as though she's found the secret of making time stand still. And in a way she has . . .

With increasing skill, the ads glorify her “role” as an American housewife—knowing that her very lack of identity in that role will make her fall for whatever they are selling.

Who is she? She gets as excited as her six-year-old about the opening of school. She reckons her days in trains met, lunches packed, fingers bandaged, and 1,001 details. She could be you, needing a special kind of clothes for your busy, rewarding life.

Are you this woman? Giving your kids the fun and advantages you want for them? Taking them places and helping them do things? Taking the part that's expected of you in church and community affairs . . . developing your talents so you'll be more interesting? You can be the woman you yearn to be with a Plymouth all your own. . . . Go where you want, when you want in a beautiful Plymouth that's yours and nobody else's . . .

But a new stove or a softer toilet paper do not make a woman a better wife or mother, even if she thinks that's what she needs to be. Dyeing her hair cannot stop time; buying a Plymouth will not give her a new identity; smoking a Marlboro will not get her an invitation to bed, even if that's what she thinks she wants. But those unfulfilled promises can keep her endlessly hungry for things, keep her from ever knowing what she really needs or wants.

A full-page ad in the
New York Times
, June 10, 1962, was “Dedicated to the woman who spends a lifetime living up to her potential!” Under the picture of a beautiful woman, adorned by evening dress and jewels and two handsome children, it said: “The only totally integrated program of nutrient make-up and skin care—designed to lift a woman's good looks to their absolute peak. The woman who uses ‘Ultima' feels a deep sense of fulfillment. A new kind of pride. For this luxurious Cosmetic Collection is the
ultimate
. . . beyond it there is nothing.”

It all seems so ludicrous when you understand what they are up to. Perhaps the housewife has no one but herself to blame if she lets the manipulators flatter or threaten her into buying things that neither fill her family's needs nor her own. But if the ads and commercials are a clear case of caveat emptor, the same sexual sell disguised in the editorial content of a magazine or a television program is both less ridiculous and more insidious. Here the housewife is often an unaware victim. I have written for some of the magazines in which the sexual sell is inextricably linked with the editorial content. Consciously or unconsciously, the editors know what the advertiser wants.

The heart of X magazine is service—complete service to the whole woman who is the American homemaker; service in all the areas of greatest interest to advertisers, who are also business men. It delivers to the advertiser a strong concentration of serious, conscientious, dedicated homemakers. Women more interested in the home and products for the home. Women more willing and able to pay . . .

A memo need never be written, a sentence need never be spoken at an editorial conference; the men and women who make the editorial decisions often compromise their own very high standards in the interests of the advertising dollar. Often, as a former editor of
McCall's
recently revealed,
²
the advertiser's influence is less than subtle. The kind of home pictured in the “service” pages is dictated in no uncertain terms by the boys over in advertising.

And yet, a company has to make a profit on its products; a magazine, a network needs advertising to survive. But even if profit is the only motive, and the only standard of success, I wonder if the media are not making a mistake when they give the client what they think he wants. I wonder if the challenge and the opportunities for the American economy and for business itself might not in the long run lie in letting women grow up, instead of blanketing them with the youth-serum that keeps them mindless and thing-hungry.

The real crime, no matter how profitable for the American economy, is the callous and growing acceptance of the manipulator's advice “to get them young”—the television commercials that children sing or recite even before they learn to read, the big beautiful ads almost as easy as “Look, Sally, Look,” the magazines deliberately designed to turn teenage girls into housewife buyers of things before they grow up to be women:

She reads X Magazine from beginning to end . . . She learns how to market, to cook and to sew and everything else a young woman should know. She plans her wardrobe 'round X Magazine's clothes, heeds X Magazine's counsel on beauty and beaus . . . consults X Magazine for the latest teen fads . . . and oh, how she buys from those X Magazine ads! Buying habits start in X Magazine. It's easier to START a habit than to STOP one! (Learn how X Magazine's unique publication, X Magazine-at-school, carries your advertising into high school home economics classrooms.)

Like a primitive culture which sacrificed little girls to its tribal gods, we sacrifice our girls to the feminine mystique, grooming them ever more efficiently through the sexual sell to become consumers of the things to whose profitable sale our nation is dedicated. Two ads recently appeared in a national news magazine, geared not to teenage girls but to executives who produce and sell things. One of them showed the picture of a boy:

I am
so
going to the moon . . . and you can't go, 'cause you're a girl! Children are growing faster today, their interests can cover such a wide range—from roller skates to rockets. X company too has grown, with a broad spectrum of electronic products for worldwide governmental, industrial and space application.

The other showed the face of a girl:

Should a gifted child grow up to be a housewife? Educational experts estimate that the gift of high intelligence is bestowed upon only one out of every 50 children in our nation. When that gifted child is a girl, one question is inevitably asked: “Will this rare gift be wasted if she becomes a housewife?” Let these gifted girls answer that question themselves. Over 90 per cent of them marry, and the majority find the job of being a housewife challenging and rewarding enough to make full use of all their intelligence, time and energy. . . . In her daily roles of nurse, educator, economist and just plain housewife, she is constantly seeking ways to improve her family's life. . . . Millions of women—shopping for half the families in America—do so by saving X Stamps.

If that gifted girl-child grows up to be a housewife, can even the manipulator make supermarket stamps use all of her human intelligence, her human energy, in the century she may live while that boy goes to the moon?

Never underestimate the power of a woman, says another ad. But that power was and is underestimated in America. Or rather, it is only estimated in terms that can be manipulated at the point of purchase. Woman's human intelligence and energy do not really figure in. And yet, they exist, to be used for some higher purpose than housework and thing-buying—or wasted. Perhaps it is only a sick society, unwilling to face its own problems and unable to conceive of goals and purposes equal to the ability and knowledge of its members, that chooses to ignore the strength of women. Perhaps it is only a sick or immature society that chooses to make women “housewives,” not people. Perhaps it is only sick or immature men and women, unwilling to face the great challenges of society, who can retreat for long, without unbearable distress, into that thing-ridden house and make it the end of life itself.