A Day in the Life of a Kitchen
A Homemaker Idea Film from Frigidaire
This video is an example of how Frigidaire marketed to homemakers in the early 1960s. It’s scary. It’s Stepford Wives. It’s an interesting throwback (I hope we never return).
Mr. Block sits and reads the newspaper, drumming impatiently as he waits for Mrs. Block to bring his morning coffee because he “cannot do a thing without it.” Good son, Jim, sits next to his father also reading and waiting for mom to deliver a hot, home-cooked breakfast of toast, bacon, hot cereal, and of course, freshly brewed coffee, all perfectly timed and served with waitress pride. The men leave the dishes for mom who then turns her attention for her daughter who comes stumbling in bleary eyed and “late as usual.”
The video claims kitchen innovations can transform Mrs. Block from homemaker to home manager. Golly, gee whiz bang thanks! Self-cleaning ovens and frost-free freezers, dishwashers and air conditioning are all mentioned here as assets in any woman’s kitchen. The freezer in the garage is an added perk of being a home manager so she can save on money in her new promotion to home manager.
This segment is followed by a demonstration how a woman dressed in pure white (including shoes) can easily pull a refrigerator around to vacuum out the rear filters. I am more curious how any woman can clean house, much less move big dirty appliances around without getting a speck of dirt on her white dress (I hope this was not filmed after Labor Day.)
This video was created to promote Frigidaire as a time-saving, modern space-age technology company whose appliances would greatly improve the quality of life for housewives and stay-at-home moms. I mean, whose life would not be improved by having an automatic ice maker?
I did find the ending a little humorous and because it was not intended to be humorous it becomes all the funnier. Spoiler: The kids in this perfect, lily-white modern middle class family sway and dance as if they were enjoying more than appliances in the 60s.
Perhaps Frigidaire had a special drawer just for growing mushrooms.