“Campbell’s Soup Advertisem*nt,” Life magazine, February 22, 1937. New-York Historical Society Library.
Flour sacked in new printed fabrics
Lee Russell (photographer), Flour sacked in new printed fabrics. Chart above indicates various uses of the sacking. Migrant camp near Sebastian, Texas, Feb. 1939. Library of Congress Prints & Photographs Division, Washington, D.C.
Background
Although many married women entered the paid workforce during the Great Depression, most continued to focus solely on running the home. The new economy made managing a household budget more challenging than ever. Housewives needed to be thrifty, creative, and resourceful.
Expectations for healthy homes continued to be high, and that responsibility continued to fall on women. Children needed to be fed not just food, but nutritious and wholesome meals. Even middle-class housewives who were relatively financially stable felt the stress of needing to do more with less each and every day.
Companies that sold mass-produced foods like margarine, mayonnaise, and canned soup responded to these needs by emphasizing how their products helped housewives accomplish their goals. Basic foodstuffs like milk, eggs, vegetables, and meat were expensive. Advertisem*nts argued processed foods combined with basic goods stretched a home budget. Canned soup, for example, could be mixed with other ingredients to create a casserole. Or fresh homemade biscuits could be made with margarine, a cheaper butter substitute.
About the Image
The first resource is an advertisem*nt for margarine. The second is for Campbell’s canned soup. Both advertisem*nts emphasize the health and cost benefits of consuming the product.
The third resource is a poster teaching women how to reuse large flour sacks. Housewives often bought flour in large quantities because it was inexpensive and could be used as the basis for stomach-filling breads, biscuits, and gravies. To attract buyers, flour companies printed decorative patterns on their bags. Housewives used this fabric to make dresses, pillows, and stuffed animals for their children.
Vocabulary
ephemera: Items like ads, posters, and tickets that are cheaply made to exist for a short time.
margarine: A substitute for butter made with vegetable or animal fat.
Nucoa: A brand of margarine.
thrifty: Spending less money through smart and creative ideas.
wholesome: Healthy and clean.
Discussion Questions
What information does the margarine advertisem*nt provide? Why was margarine a wise choice for housewives?
What do you notice about the image in the margarine advertisem*nt? How does this picture reinforce gender stereotypes for women and girls?
What could women make with recycled flour sacks? Why did women use flour sacks to make these items?
Why do you think flour companies sold their flour in such beautiful bags?
How do these two resources “speak” to one another? What do they tell you about the challenges of house work in this era?
Compare the margarine advertisem*nt with the Progressive Era electric appliance ad. Both appeared in Life magazine. Discuss their similarities and differences.
Planning out your meals so you use all of the ingredients, both raw and cooked, plus pantry staples and frozen goods means you can make a week's worth of dinners for around $50 in groceries.
The average food budget for a single person is between $250 and $300 a month, but that's just a guideline. If you can buy meals at a discount or visit family and eat with them, you might be able to spend less. Figure out the budget that works for you.
Living on a budget of $1,200 is doable but a bit difficult. It would depend on where you live (touristy beach areas tend to be more expensive overall), how much your rent is, and what your lifestyle is. If you shop and eat out like a local, you can live cheaply.
Bottom Line. Living on $1,000 per month is a challenge. From the high costs of housing, transportation and food, plus trying to keep your bills to a minimum, it would be difficult for anyone living alone to make this work. But with some creativity, roommates and strategy, you might be able to pull it off.
The Centers for Disease Control and Prevention (CDC) developed a simple process focused on improving eating habits; the three R's: Reflect, Replace, and Reinforce. Beginning with reflect, the CDC urges you to keep track of your current habits. These may include the following: Eating too fast.
The Rule of 3's is made up specifically of these guidelines: Eat at least three meals and up to three snacks a day (you might think of this as a breakfast, lunch, and dinner meal plan) Eat at least three food groups per meal (and two per snack) Allow no more than three hours between eating.
Using slow cookers, microwaves and air fryers when you can, are all great options for low-maintenance, low-cost, low-carbon cooking. Microwaves: When it comes to cooking quickly and cheaply, microwaves are going to be your best friend.
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