12. "The CHANGE That Has Come to WOMAN" (ad for The Pictorial Review), Advertising and Selling, Aug. 19, 1931.

"1899. Amid horse-cars, hips, peek-a-boo shirtwaists and pompadoured Gibson girls, a new century was born...Daughter began to strike out for herself...Bicycling now was quite the thing -- despite its admission that ladies have legs...The Victorian bars at the windows were crumbling fast.

"1915. The long fight for suffrage is practically won. The first moans of the saxophone are heard in the land. Vernon Castle introduces the tango to the world of intoxicating new rhythms. The war era dawns in America with the suddenness of an earthquake. Eight million women join the Red Cross. Simultaneously with the discovery of new paths of service comes the opening of new roads to freedom.

"1931. Now even the skies are hers. With 10 million women in 'gainful occupations' -- with 40% of the country's wealth already in her name -- her horizon is no longer the four walls of her home; it is as broad as life itself. Clear-eyed, confident, she faces the vital problems of her life today -- not just as housekeeper, as mother, as business girl, but as gracious, enlightened citizen of the world.

"These words...express the beliefs on which this magazine was founded....Only Pictorial Review was free of the inhibitions and inanities of the past...even its earliest pages blew a breath of freer air from the new century just born.

"...The editors of Pictorial Review still persist in viewing their magazine as...interpreting to woman, not just her duties, but herself."

13. Dr. Charles Steinmetz, Chief Engineer of the General Electric Co., "Back of the Electric Button", Good Housekeeping, May, 1923.

"A Wizard Dreams of the Untold Power...

"Electricity has brought emancipation to the American woman. She touches the electric switch, instantly the room is lighted, the washing-machine is set in operation, a score of daily tasks are performed without drudgery or effort. But this is only the beginning of what we may expect electricity to do for us...

"Our...generating stations, distributing current for various uses...bring the power of a Niagara or the energy of millions of tons of coal over wires for hundreds of miles to our homes, so that we may have conveniences and a degree of comfort unimagined by our grandfathers...

"The modern powerhouse is not always a blot on the landscape....And, after all, 'one cannot have one's cake and eat it'. If we must choose between retaining a cataract -- perhaps one remote in the woods and visited by very few -- merely for the sake of its beauty in a world replete with infinite other national beauties, and the lessening of the toil of the weary woman and the perspiring laborer,...is there any question as to how we should decide?"

14. "Another Hour of Life in Twenty-Four!" (ad for American Magazine), American Magazine, April, 1932.

"This is a woman's world we live in -- full to overflowing with wonderful things to do -- fascinating things to see -- pleasant places to go --

"No wonder than the modern woman demanded more time in which to explore and discover and experience the outside interests that today offers her -- no wonder that American inventive genius has made for her a score of silent electric servants to free her from time-consuming housework -- to give her an extra hour to live in twenty-four --

"Let electricity help sweep the rugs, polish the floors, cook the dinner, clean the dishes, beat the batter, do the family wash and iron it!

"Meet these willing, tireless workers in the advertising pages of modern magazines; they are at your service for penny-a-day wages -- and no time off!"

15. "Just What is it to be A GOOD WIFE in the Modern Age?" (ad for the Laundry Owners National Association of the U.S. and Canada), Better Homes and Gardens, Dec., 1929.

"Deep down in your heart -- in the heart of every woman -- is that eager, wistful wish to be a good wife -- a partner in your husband's plans; his cheery companion in leisure hours.

"You realize that in this advanced age your husband needs a mate as modern-minded as himself...He is moving ever forward. You cannot afford to lag behind...

"Does the weekly washday take its heavy toll of hours that you could spend so joyously, so profitably in other ways?...In place of drudgery you are given a full day of freedom; happy hours for those pleasant pursuits -- those gracious arts -- that make one a truly good wife -- a worthy companion of the twentieth century husband.

"Let the Laundry do it."

16. "This Spirit of Youth" (ad for Ladies' Home Journal), Saturday Evening Post, July 28, 1928.

"Young women find in the Ladies' Home Journal today full answers to three great demands of modern youth...

Entertainment. Smartness. Helpfulness....

"All for smart young women -- and no woman today need ever grow old. For youth is no longer a matter of years, but of spirit. And the spirit of the Ladies' Home Journal is youth."

17. W.L. George, "Woman in the New World. Her New Job. Earning Her Own Living", Good Housekeeping, Jan. 1923.

"Only recently have education and opportunity enabled women to compete with men in their own spheres, and indeed to conquer spheres of their own. First it was nursing...Next it was teaching, then shorthand and typewriting...Most of these opportunities arose out of the factory system, which demanded large quantities of cheap labor. Woman supplied that...because she was willing to work cheaply if only she was given work to do.

"While men have merely been earning their living, women have been earning their economic freedom....Woman...escaped from the home such a little while ago that her wage is still to her a reassurance...that she shall not be herded home again...

"A great movement of mankind, like a European war,...makes for women a new world with which they must cope....Owing to the mobilization of so many millions of men, labor became scarce -- woman became essential, and to a certain extent realized her own value....The war gave women considerable advantage; they received more money wages, and, what was important, they entered a number of occupations that they had never practiced before.

"Since the Armistice...we find a rapid decline in the position of the woman worker....The millions of women who in England and America had replaced the fighting men were expelled from their employment so that it might be restored to the discharged soldiers. That was quite right, but at the same time these women had to live....

"During the war, it seemed as if the educated woman was winning her spurs....She filled the medical schools; she occupied most of the banks, she rose from the seat of a shorthand typist to the desk of the accountant; with peace she was admitted to the professions....[However,] the reaction is upon us now...

"In the new world woman has not maintained all the conquests she made in the old one."

18. "Two Million Wives Gainfully Employed, as listed by the U.S. Census", Survey Magazine, Dec. 1926.

Manufacturing: 466,663

Trade and Transportation: 182,970

Professional Service: 123,570

Domestic and Personal Service: 637,675

Clerical: 129,038

Agricultural: 371,537

19. "Heinz Bottling Room circa 1920", American Heritage, Feb. 1972.

"A hundred girls pack pickles, one at a time, into spotless bottles with a wooden paddle, giving the pickles a pattern and inserting one red pepper where it will show nicely. There is litle time for dawdling for the girls at a penny a bottle, and it thus takes 12-1/2 dozen (150) bottles to bring $1.50, considered a good day's pay. Twice a week the girls scrub down the room and hands must be kept meticulously clean."

20. "Jacqueline Cochran", Vogue, July 1938.

"Miss Cochran broke five important aviation records in the past year: three women's national speed records, a new world record for women, and the non-stop record between New York and Miami. Six years ago, a young trained nurse at [the] Pensacola, Florida, big Navy air base, she won her licence during a three weeks' vacation. Since then she has never bailed out although ice has formed on the wings of her plane, and once it caught fire at 12,000 feet. In private life, as Mrs. Floyd B. Odlum, she lives near the East River [in New York], surrounded by her silver trophies, aircraft murals, models of planes..."

21. Norman Rockwell, Cover, Saturday Evening Post, June 27, 1925.

22. "Women in Business" (ad for Ladies' Home Journal), Saturday Evening Post, Oct. 4, 1930.

"What a great to-do there was a few years back about Careers for Women!...Militant suffragettes...the New Woman...Soap-box oratory...'Go home and mind your babies'...Pickets at the White House gates...Hunger strikers in jail...It was seriously predicted that women would lose their appealing femininity, and force men out of work, if they had votes and jobs.

"But stand at the entrance to any office building as the clock strikes five and watch the girls come out... Stenographers, clerks, secretaries, business executives, insurance salesmen, writers, artists, newspaper reporters.... all with a sparkle in their eyes and a zest for life in their steps as they hurry home to cook or sew or read or dance....Are they less womanly than their mothers and aunts who sat idly home, spending father's money while they impatiently waited for Prince Charming to come along?

"The LADIES' HOME JOURNAL believes in the woman in business. It admires her courage, her ability, her independence."

23. "The Keys That Gave Her Freedom" (ad for Remington Rand business services), Saturday Evening Post, Aug., 1930.

"The Emancipation of the American Business Woman.

"This girl and this machine launched an experiment that changed every practice and custom in American business. She defied the age-old prejudice against women in business...as courageously as Remington defied ultra-conservative business minds. She tap...tap...tapped her way to economic independence, to paying positions, to responsible executive places in every industry and activity. And her first keys to freedom were the keys of the first of all typewriters...the Remington...

"It is smooth, swift and accurate, a pleasure to operate - a precision machine. There is even a special Noiseless model to protect nerves and to calm disorderly offices..."

24. "'Men Fall in Love with the Womanly Woman', says Dorothy Dix" (ad for Lux Soap), Ladies' Home Journal, April, 1931.

"Dear Miss Dix: I lie awake nights wondering what is wrong with me. No man has ever asked me to marry him. Other women envy me my good position and fine salary, but I think I'm a failure -- I'm missing the real things -- love, marriage, and a home...

Elizabeth F...

"Clever girls like Elizabeth so often forget that a woman's appeal to a man is in being feminine. Men fall in love with the womanly woman, not with copies of themselves.

"Now, my dears, use your cleverness to win romance just as you do to win business success...

"Feel yourself the lovely, feminine person you were meant to be, and don't despise the part CLOTHES can play in this..."

25. "The Eyes of Men...The Eyes of Women...Judge Your Loveliness Every Day" (ad for Camay Soap), American Magazine, Feb. 1933.

"You can hardly glance out of the window, much less walk in town but that some inquiring eye searches you and your skin. This is the Beauty Contest of life in which all women must compete. Not even a queen escapes it. And a modest country girl can win...if her skin is lovely...

THE SOAP OF BEAUTIFUL WOMEN

"To possess a lovely, clear complexion take infinite care in choosing your beauty soap!..."

26. "When Lovely Women Vote" (ad for Listerine Tooth Paste), American Magazine, Oct., 1932.

"To thousands of women of this type -- charming, well-educated, well-to-do, prominent in the social and civic life of her city, we put this question. What toothpaste do you use?

"To our delight, the majority answered Listerine Tooth Paste."

27. "An Ancient Prejudice Has Been Removed" (ad for Lucky Strike cigarettes), Life, Oct. 25, 1929.

"Legally, politically and socially, woman has been emancipated from those chains which bound her. AMERICAN INTELLIGENCE has exploded the ridiculous theory that forced the stigma for inferiority upon a sex...

"Gone is that ancient prejudice against cigarettes -Progress has been made....'Toasting' has destroyed that ancient prejudice against cigarette smoking by men and women.

"It's Toasted. No Throat Irritation - No Cough."

28. "His First Love" (ad for Palmolive Soap), McCall's, Aug., 1928.

"Mother -- radiant and youthful, with the charm of that schoolgirl complexion....

"What mother's heart but quickens at her small son's adoration? What, in life, is sweeter than those worshipful eyes that follow every move and hang on every word.

"Keep that devotion, mother! Hold that love. Always be, to him, the beautiful princess of fairy book delight. And above all else, keep youth, keep beauty as your most priceless asset...

"Youth is charm, and youth lost is charm lost, as every woman instinctively realizes. To keep youth, keep the skin clean and the pores open...

"KEEP THAT SCHOOLGIRL COMPLEXION."

29. "The Truth About Sally (Real Life Movies)" (ad for Post's Bran Flakes), Saturday Evening Post, Sept. 3, 1932.

"Maybe you have a little girl like Sally -- and perhaps, like Sally's mother, you have been unjust to her. Not deliberately, of course, but...well, just listen to Sally's mother...

"'Sally Lennox! I'm ashamed of this report card...What will your father say...' No wonder Sally cried herself to sleep that night....She tried -- she tried so hard...

"And then -- a month later -- another report...and her grades even lower than the month before. Only a child could suffer as Sally suffered. How she dreaded going home. Sally, sobbing, handed the card to her mother. Mrs. Lennox held her close. How cruel she had been! Because...that afternoon she had talked to Sally's school nurse...

"Sally's real trouble was constipation. And what a change now that it is corrected! What a happy little girl!"