The Promise of Modernity

A new, modern, electrical way of living was promoted to the women of Ireland through newspapers, magazines, radio and television advertisements, influenced by American advertising techniques. Advertisements from both the ESB and appliance manufacturers presented a perfect dream world of clean, efficient appliances and modern fitted kitchens. The perfect kitchen was presented in the many model kitchens and houses designed by the ESB, both at the Royal Dublin Society Spring Show and around the country.

The advertisements presented an ideal housewife, who enjoyed housework, but was always fashionable and up-to-date. They presented housework not as a chore, but as an expression of love for the family. They gave men and boys little active role in housework, but depicted girls being taught from an early age to use domestic appliances, perpetuating these gendered roles.

The advertisements presented an ideal housewife, who enjoyed housework, but was always fashionable and up-to-date. They presented housework not as a chore, but as an expression of love for the family. They gave men and boys little active role in housework, but depicted girls being taught from an early age to use domestic appliances, perpetuating these gendered roles.

The Promise of Modernity

Hoover cylinder vacuum cleaner, late 1960s

Morphy Richards Atlantic iron, late 1950s

Revo R44 3-ring cooker, 1956

Servis Supertwin twin tub washing machine, mid-1960s

National Museum
of Ireland