A place for everything with everything in its place!

In 1954 historian David Potter characterized the 20th century as the era when advertising “joined the charmed circle of institutions which fix the values and standards of society.” As consumer goods took center stage, Dow and its competitors enticed buyers with a way of life rather than with the products themselves. Known as “lifestyle branding,” this approach inspired advertisements celebrating comfortable, modern homes equipped with a great number of desirable products. Such branding, with its emphasis on vitality and functionality, became a touchstone for the middle-class lifestyle, aspired to by housewives in particular.

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