Life in the kitchen: Television advertising, the housewife and domestic modernity in Britain, 1955–1969

The modern kitchen was emblematic of a cold war obsession with household consumer durables as a measure of national progress. Its roots lay in a largely American idea of the ‘new household’ and the modern housewife. The article explores how television advertising in Britain played its part in helping to promote these co-joined aspects of the cross-Atlantic domestic ideal. In pursuing this argument, the article emphasises the way American domestic ideals took distinctive directions in Britain. Contributing to this adaptation of American ideals was a range of home-grown influences that shaped the remaking of the post-war home and women’s social role.