By the early twentieth century, electricity was a regular part of middle-class home life. Tools for cooking, cleaning, laundry, and sewing were available at relatively affordable prices in department stores and through catalogs. Households replaced servants with appliances. This transition had a negative impact on both domestic servants and housewives. As the demand for domestic servants decreased, unemployment increased. Housewives who previously enjoyed leisure time now spent most of their time operating appliances that completed the work once done by a servant. As a result, electrical appliances meant many women spent more time taking care of their homes, not less.
This advertisement appeared in the national magazine Life. The images around the border highlight the different types of appliances available. The text in the center focuses on the relationship between these items and the women who used them.