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In the 1950s and 60s there were serious concerns about the interwoven effects of working alone at home and living through the achievements of men. What the feminist writer Betty Friedan termed “the problem with no name” was frequently described and dissected in post-war Britain. This advert represents the narrative that Friedan and many others spoke out against: that women could be fulfilled by the modernisation of household technology and the ready availability of consumer goods.