Consuming Women (Women as Consumers)

by Handy (Jam) Organization · 1967

ConsumerismGender roles

▶ Play as a picture story

This video, titled "Consuming Women (Women as Consumers)" and published around 1967, offers a strange and generalized portrayal of the American woman consumer. The segment depicts a woman whose marital and parental status shifts inconsistently, ranging from single to engaged, newly married, and not so newly married, with her number of children varying from none to many, including grandchildren. Her lifestyle is also portrayed as diverse, encompassing different roles at home and work, as well as her interests and spending habits. This depiction aims to capture the essence of a broad consumer group, showcasing the varied roles and identities of women in the 1960s.