Vintage Sexism:Mop & Bucket ‘Elation’

Labor-saving devices are fun and all, but have you tried fair division of labor?

I’ve been slightly (ok, VERY) behind in most things lately, including this blog. The good news is that I’m finally in a position to start catching up little by little. I’ve posted items related to #VintageSexism on my socials, but am also going to work to write them up here as I go along. The backstory is this: I did not take women’s studies in college, and as such, for the book I’m working on, I find myself digging deep into the history and culture that surround both economics and feminism here in the US during both the first and second waves. There is a lot of unlearning (not an easy task) involved with this undertaking. I don’t know if my generation fully understands or appreciates what we were born into, which is why sharing my research findings and process allegedly seem like a great way to keep record and tell some of the story without giving it all away.

So, let’s take a look at this ad for the K&A Mop Bucket, which promises a little and says a LOT more. “A Gift Mother will appreciate 365 days of the year!” declares elegant font at the top. To the left, there she is: the IDEAL wife and mother. Although just a face, her hair is perfect, her features symmetrical, and her lips (which hint at being rouged despite the black and white ad) are parted in a smile, showing perfect teeth. “See Mother’s eyes gleam at this labour-saving gift,” the ad continues. “She’ll thank you every day of the year.”

“Add years to Mother’s life,” the ad concludes. “Give her the WORLD’S BEST mop bucket…”

I personally have to wonder what any mother would think if she received this gift from her family “with love” as the tag says.

Who thought this was a good idea?

In her 1963 blockbuster “The Feminine Mystique” Betty Friedan rocked women awake and shook the sleepy nation to its core when she debunked a host of misconceptions about women, including the idea that appliances and labor-saving devices were THE way to happiness and fulfillment as a housewife. Moreover, the immaculate home, good provider husband, cookie-cutter children, and home, were targeted at women as the very definition of their identities, duty, and their WORTH. The rude awakening and fallout to this magical thinking was that society learned a hard lesson the hard way: women did NOT enjoy housework. They were NOT elated to receive mops and buckets as gifts. No appliance could replace the gnawing thing that they felt was missing. Therein lay the rub.

Over this past year or so, I’ve found myself at a housework crossroads of my own. With the whole family home more, every inch of the house has become a “high-traffic” area. Muddy feet give way to sticky floors give way to cluttered spaces, give way to me losing my ever-loving mind because I JUST mopped and decluttered that beast yesterday. But thankfully, I live in an era where one yelp gets the fam’s attention and they know they’d best wipe up or I will wipe them out. As for this poor mom and housewife, I hope she used this gift to teach her husband and 2.5 kids the merits of mopping up their own messes, although the promise of her appreciation for this “365 days of the year” has me heavily doubting it’s because everyone’s pitching in.

What’s the worst “functional” gift you’ve ever received and not wanted? Sound off in the comments. Thanks for reading and til next time!

Xo, G