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rost-War Woman . . . ...... the Facts of Life
by ELAINE NORDEN, Campbell-hMthun Advertising Agency, Chicago, III
Don't read any farther unless you are interested in the Facts of Life, and unless your mothers are willing you should hear them. Amid all the speculation about post-war woman and what she will or won't do, there seems to be just one safe guide-post, the one that points to the Basic Facts of Life. Wars may come and wars may go, but woman remains essentially the same.
One of the most frequently asked questions about post-war woman is: "What will women in munitions plants and other war industries do after the war? Will they continue to work or will they go home?"
The opinion of most of the war-working women is that they will go home gladly. Last Autumn, women working in Detroit war plants were asked: "Do you want to stay in a factory after the war?" .^9 per cent said "Yes." 60 per cent said ''No." 1 per cent were undecided.
In these replies may be found the key to post-war planning by women now in war plants, and this key is forged from the Facts of Life, namely, that women, whether in slacks or dresses, are primarily interested in home, husbands and babies. Fundamentally given the opportunity to follow her natural inclination, the great world of womankind is still basically romantic, domestic and maternal. That is why, post-war woman will, it seems, be glad to go home.
All of which adds up to the fact that good old-fashioned married life bids fair to be immensely popular after the war, and advertisers who cater to it now and
then have opportunity wide open before them.
After the war, in that nebulous period familiarly referred to as post-war, may be too late to plan or conduct post-war advertising campaigns. Post-war woman is making her plans and decisions on many matters right now. A good example is the way thousands of women have been sending in fifty cents of their good money to the Andersen Corporation, makers of Andersen Window frames, to get a scrap book in which to paste up their ideas for their post-war homes. The day they can get a building permit and building material these women will be already to go.
While we have post-war woman on the point of a pin under the microscope, there is perhaps one more Basic Facts of Life worth noting. And that is, although after the war, many women will require a complete re-conditioning job from spark plugs to transmission, and some women may even require a complete new paint job, the indications are that the post-war woman's basic chassis will remain the same.
JUNE, 1944
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