In the mid-20th century women's magazines were a haven for advertisers. Adverts promoted the well-being of the family, household management and ideas on how to look good. Many advertisers targeted women by incorporating images of them into their designs, to promote the home, and the importance of a happy home atmosphere.
During the war women were recruited as servicewomen, nurses, land girls, factory workers, secret agents, and peacekeepers. When the war ended, many women returned to housework and raising the family. Some advertisers played on the roles women had played in wartime.