Many of the aids which are advertised as liberating the modem woman tend to have the opposite effect,because they simply change the nature of work instead of eliminating it. Machines have a certain novelty value,like toys for adults. It is (36 )less tiring to put clothes in a washing machine, but the time saved does not really37too much: the machine has to be watched, the clothes have to be carefully sorted first, stains38by hand, buttons pushed and water changed, clothes taken out, aired and ironed.
It would be more liberating to pack it all off to a(39)and not necessarily more expensive, since no capital investment is required. Similarly, if you really want to save time you do not make cakes with an electric mixer, you buy one in a shop. If one compares the image of domesticated woman fostered by the women's magazines with the goods advertised by those periodicals, advertising which finances them, one realizes how useful a projected image can be in commerce. A careful (40) has to be struck: if you show a labor-saving gadget, follow it up with a(41)recipe on the next page; on no account hint at the notion that a woman could get herself a job, but instead foster her sense of her own usefulness,(42) the creative aspect of her function as a housewife. So we get cake mixes where the cook simply adds an egg herself, to produce "that lovely home-baked(43)the family love",and knitting patterns that can be made by hand, or worse still, on knitting machines, which became a tremendous vogue when they were first(44) (difficult to know who would wear all those rapidly produced sweaters, which lacked the advantages of hand-made woolens). Automatic cookers are advertised by pictures of pretty young mothers taking their children to the park, not by(45)women presetting the dinner before catching a bus to the office.
C . emphasize
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