Horlicks: Domestic Help

1952
Sound
2m

A cup of Horlicks helps a struggling husband bring home the bacon in this 1950s advert.

A housewife taking in typing to top up her husband's modest wages? It absolutely won't do in the 1950s world of this advert - but a cup of Horlicks helps Mr Parks have a restful night's sleep, in order to rise through the ranks at his job and ensure that traditional gender roles are maintained at home.

Advertising film for Horlicks malted milk.

A salesman discovers that his wife has started to secretly take in paid typing
work to help pay the bills, because of the lack of commission coming in from
his poor sales. He goes to see a doctor who recommends a cup of hot Horlicks
every night to ensure he gets the right kind of sleep and can work more
constructively.

Later, he dictates to his wife her resignation letter, letting her know that
he has the new position of area manager.

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.