This article reports a content analysis of advertisements for household goods appearing in Ladies Home Journal between 1909-1910 and 1980, with the aim of understanding the ideological campaign that characterized the years in which households were mechanized and women's domestic labor transformed in the United States. More Journal ads featured directives about housework than descriptions of the product; they emphasized work performance far more frequently than liberation from housework, and they also promoted service to family. These findings supplement other evidence (...) that advertisers' efforts to create a market for household appliances and other means of domestic labor involved promotion of an ideology about housework that reinforced women's dedication to it. (shrink)