The Industrial Revolution was a transformative period spanning the late 18th to the 19th century. It brought about profound economic, technological, and social changes. Mechanized production, urbanization, and the emergence of factories characterized this era, driven by innovations such as the steam engine, railway development, and advancements in mass manufacturing. Notably, the Industrial Revolution significantly altered the societal roles of women. Women became integral to the industrial workforce, particularly in textile mills and garment factories, contributing to the burgeoning industrialized societies. Despite playing crucial roles, women faced long working hours and challenging conditions, often in unskilled jobs for lower wages. [1] While economic opportunities expanded for women, societal expectations regarding their domestic roles persisted, perpetuating traditional gender norms.
Sapolio Advertisement, 1891
Post the American Civil War, women made gradual progress, yet financial dependence on men persisted, with marriage continuing to be a societal expectation.[2] Soap production itself underwent significant changes during the Industrial Revolution. The mechanization and mass production techniques that defined the era impacted soap manufacturing as well. The demand for soap increased due to the growing urban population and the need for cleanliness in industrial settings. Consequently, soap, including products like Sapolio, became essential commodities during this period, aligning with the broader societal emphasis on cleanliness and domesticity.
The promotion of such expectations is evident in advertisements of the time, like that of Sapolio, a popular soap and cleaning product. The 1891 advertisement boldly declared, “Well Bred Soon Wed: Girls Who Use Sapolio are Quickly Married.” This catchphrase aimed to reinforce the idea that a woman’s primary aspiration should be marriage, leveraging societal expectations to sell products. The term “Well Bred” in the advertisement holds particular significance. Beyond its literal meaning of being well-mannered or of good lineage, it encapsulates societal ideals of the time. The phrase suggests that a woman’s virtue, cleanliness, and adherence to domestic roles make her desirable for marriage.[3] Sapolio cleverly incorporated this notion into its advertisement, emphasizing that women who use their cleaning product would be more likely to secure a marital partner quickly.
In conclusion, the Industrial Revolution reshaped societal norms, including the roles of women and the dynamics of product advertising. The Sapolio advertisement not only reflects the prevailing gender expectations but also highlights the intersection of industrial and cultural changes. Soap production, essential for maintaining hygiene in urbanized and industrialized societies, became emblematic of broader shifts in values and lifestyles during this transformative period.[4]
[1] David E. Shi, America: A Narrative History, 12th ed., vol. 2 (2022).
[2] Robert C. Plumb and Elisabeth Griffith, “Women in Post–Civil War America,” The Better Angels: Five Women Who Changed Civil War America (University of Nebraska Press, 2020), 150-69.
[3] Katherine J. Parkin, Food Is Love: Advertising and Gender Roles in Modern America (Philadelphia: University of Pennsylvania Press, 2011).
[4] Allan Mazur, “U.S. Trends in Feminine Beauty and Overadaptation,” The Journal of Sex Research 22, Number 3 (1986): 281–303.