Introduction

The primary goal of this exhibit is to examine advertisements for telephone services from the 1940s-1960s in Canada and the United States and explain how they are tied to femininity and masculinity. After conducting my research on the decades, I have concluded that in this period, the telephone was a feminine device but over time, the telephone became a more gender-neutral device. During the 1940s-60s, I observed that newspaper advertisements primarily targeted women because they were traditionally those who were managing the household and family responsibilities which were facilitated with the use of the telephone.

The historical marketing of telephone service in the twentieth century is important for many reasons:

Firstly, advertisements are important for providing insights into the ways technology and everyday objects have been marketed towards different groups throughout history and how this may have changed within the twentieth century. By understanding whom the telephone was marketed towards and understanding the social context of the periods in question, we can understand the relationship between the two.

Secondly, studying the historical marketing of telephone services can shed a light on the relationship between gender and technology. Historically, women have been erased from the narrative around technological innovation, so we can see the prominence of women in the telephone industry.

Thirdly, while looking at telephone service advertisements, we can critically examine the relationship society has developed with technology. During the twentieth century, the telephone was important in the household for managing household and family responsibilities as well as maintaining social connections with those outside the home. Solutions for these societal issues are presented in telephone advertisements, and they have influenced how the telephone is used.