The Chemistry of the Home

Throughout the postwar era the family was seen not only as the nucleus of consumption but also as a collection of unique individuals with specific desires and tastes. Marketers paid increasing attention to children as once and future consumers. Advertisements like this pair, which invoke images of home and hearth, aimed to lay the groundwork for a lifetime of consumption in the hopes that the child who played with a toy house today would buy and furnish a real one tomorrow. In this way Dow and other companies played on consumers’ desires for stability and constancy, ultimately cultivating a lifestyle brand designed to span generations.

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