Friedan examines the fact that there’s an additional constituency that has a stake in women remaining obedient to the feminine mystique: advertisers. Advertisers rely on women to buy the vast majority of their products. Women, in turn, have a psychological need to shop for products that they think will make them better housekeepers, run a “modern” home, or keep up with their neighbors—or that help them use their minds and creativity to clean. In the case of young brides, advertisers learn they can make these young women believe that if they buy the...
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