Continuous Performance

1952
Sound
2m

Eve Edmunds of Pinewood Film Studios unwinds after a busy day with a nice cup of drinking chocolate.

Mrs Felloon of Pinewood Green, Iver Heath, is a busy housewife and mother. She also has a job in charge of the wardrobe hire department at Pinewood Studios, where she is known as Eve Edmunds. At home in the evenings she likes to relax with her husband and a mug of Bournvita. Part of an exceptional series of cinema commercials featuring working women and a campaign that used real names and addresses too!

What Women Want?

Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.

In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.

There's no getting past the fact that women have all-too often been patronised and objectified by a male-dominated advertising industry. But screen advertising also tells (and sells) a more positive story of social progress for women, with increasing social and economic independence. This collection tracks the ups and downs of female empowerment in the 20th century, with its false steps as revealing as its forward ones.