Big family, no maid, tight budget!

The advent of lifestyle branding fueled new class identities based on what people bought rather than what they earned, as advertisers increasingly associated products with a particular way of life. This 1957 advertisement for Saran Wrap is a prime example of the trend, highlighting how Saran allows women with tight budgets to manage nonetheless “a happy home with a beautiful combination of joy and efficiency.” With Saran and other products, Dow implied that a middle-class lifestyle of ease and convenience was accessible to a broad class of consumers—and reinforced the notion that what money was spent for mattered more than how much was earned.

Original FID