Reference no: EM133542050
Case Study: The Cold War between the United States and the USSR has often been characterized as a political game of chess combined with a vast and costly military buildup. However, the Cold War was also fought over which side could provide the better standard of living for its citizens. This competition was put on public display in 1959, when Nikita Khrushchev of the USSR and U.S. vice president Richard Nixon held what has come to be called the "Kitchen Debate" over quality-of-life issues. The televised face-off took place at the United States Exhibition in Moscow, which showcased a typical modern American home, complete with labor-saving appliances such as the washing machine and automatic dishwasher-new conveniences that were also in demand in European households. Advertising for household products emphasized women's domestic roles while presenting them as stylish and feminine, as we see in the first image in this section, a 1950s British advertisement for the Robbialac paint company. Official communist publications also appealed to women as consumers at the end of the Stalinist era, as we see in the second image, a fashion spread that appeared in a 1957 issue of the Polish fashion magazine Moda (Fashion). Here, a chimney sweep reads the newspaper Glos Robotniczy (The Workers' Voice) while the two models behind him hold chimney brushes.
Questions:
1. In the British paint advertisement, how do the couple's clothing, gestures, and facial expressions, combined with the kitchen setting, contribute to the image's message? What message is being conveyed?
2. What does the chimney sweep's focus on the newspaper suggest about Soviet ideals? How do you interpret the gestures and facial expressions of the models flanking him?
3. What values and ideals does each advertisement convey? Compare and contrast the values expressed in both images.
4. How do these images enrich our understanding of the Cold War? What do they reveal about gender roles at the time?
5. Fear was one emotion that many citizens on both sides felt during the Cold War. What emotions and desires might these images have aroused? What features might have appealed to their respective audiences?
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