Who Wears The Pants In The Family?
You may be familiar with the outdated notion that men should “wear the pants” in the home. In the past, this was an unspoken norm between a wife and her husband; however, this is no longer the case. This advertisement from the 1940s laid out the “rule” for everyone to see. Granted, in those days wives sometimes shopped for their husbands’ clothing, and blue-collar workers frequently wore denim to work. However, one Lee advertisement went one step further by using the statement “I don’t wear the pants, but I buy them,” implying that this specific lady is quite content to let her husband make all the decisions.
Who Wears The Pants In The Family
Pointing Out Imperfections
As previously said, advertisements directed at women were full of caution, but they also represented what would be perceived as the ideal wife while highlighting her flaws. This strategy encompassed all women, regardless of their appearance, as potential targets. This advertisement depicts a woman who appears to be the ideal wife, organizing and executing a nice picnic for her husband in the park, while being joyful, healthy, and willing to please. Instead of appreciating the moment, the husband appears distressed by the minor holes in her dress. In essence, the advertisement is telling women that their husbands would look down on them if they do not purchase the advertised fasteners.
Pointing Out Imperfections
