Word: martha
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Then I realized, Martha is really about nostalgia. Like Restoration Hardware, Martha offers us the opportunity to buy a little upper-crust of American culture...
...Luckily, Martha Stewart isn't purely about nostalgia for Sally Homemaker of the '50s. Note her corps of gardeners and army of staffers, and it quickly becomes apparent that she is selling nostalgia for the decadent '20s, or perhaps the Gilded Age of innocence. The miracle is, unlike the J. Peterson catalogue, Martha sells it for the price of a mass-produced appliance. She flawlessly melds nostalgia for the do-it-yourself mom of the Cold War--who single-handedly built and stocked a bomb shelter with attractive canned goods--with nostalgia for the Great Gatsby mansions of an earlier...
...Martha's brilliant because she says you can buy opulence at Kmart, thus allowing your sensible '50s wallet to purchase the decadence of the roaring '20s. And, at that price, who wouldn...
...particularly troubling that modern consumers want to recreate a world with more leisure and more decadence at a price the modern middle class can afford. But the idea that homemaking is only for women, is. On the Charlie Rose Talk Show Martha said of her mission, "I was serving a desire--not only mine, but every homemaker's desire, to elevate that job of homemaker...
...where is the man who buys the begonias? The husband who helps create the sumptuous dinner party? Martha herself admits that her passion for gardening came from her father. So why are her products marketed so exclusively to women...