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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.
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