Since at least the mid-1970s, most advertisers have shied away from using the word “housewife.” Schwan’s Home Service, a frozen-food delivery company, has no such qualms in its first work from Hunt Adkins. “Research shows that 95% of housewives could use a housewife,” one billboard proclaims. At first, this seems kind of nostalgic. Then I realized what they’re really trying to say: Women should stay at home, eat frozen food and marry other women. That’s a utopian vision, to be sure—but what about the men? Should they cook all day at their jobs downtown? That’s fine for chefs, but elsewhere it could lead to office fires and decreased productivity. Still, they’d get to go home at night to two wives and Schwan’s dinners, so I guess it all evens out.
—Posted by David Gianatasio