I’ve been looking (and smiling) at lots of American baking ephemera this week—old advertisements, product brochures, package wrappers, mini-cookbooks, even antique cookware—in preparation for a talk I’ll be giving at the Home Baking Association on Monday in Vermont. The totally over-the-top vintage flour sifter is one of my own most spectacular 1950s culinary props, by the way!
As an avid culinary history buff and long-time writer on baking topics, I’ve loved learning the minutiae about earlier baking methods, ingredients, equipment, and recipes. But I’ve come away even more struck by what some of the various ephemera reveal about American 20th century social life. It’s actually hard not to snicker at the Brer Rabbit ad at left! (Interestingly, a number of their old ads hit this same “man-pleasing” theme.) For another post along these same lines, check out the vintage valentine cards featuring little girls baking up sweets for their sweetie pies.
Underscoring her point, many of the baking-themed visuals from that era are ridiculous and saccharine, presenting a homemaker who simultaneously: maintains both a spotless house and her looks, keeps the children well groomed and deliriously happy; pampers her man; and is relentlessly cheerful all at times. (Notice the pretty mother’s great delight and near-maniacal look of joy on the face of the little girl at left.)
Many of the oh-so-perfect Norman Rockwell moms wear high heels, frilly aprons, stylish frocks, and, invariably, big, bright smiles. There are no curls out of place, spills on their countertops; or dishes piled in their sinks. There are no scattered toys, grimy, grumpy children, or less than ecstatic husbands in their carefully-maintained worlds. Plus, they are diligently teaching their daughters how to follow in their footsteps. No wonder Friedan’s book immediately struck a loud chord and eventually spawned a whole, angry feminist movement. 
While I’m gratified that it helped free women from having to stay home, bake cookies, and be thrilled with their lot, I’m afraid it did give home baking a bad rap that still lingers today. Now, perhaps we should spend some time telling the next generation of both young women and men that it’s okay to bake? That it doesn’t make you fuddy-duddy, or demeaned, or gender bendy, and it’s a huge amount of fun. 
June, I certainly hope you aren't one of a dying breed. And actually, some recent stats suggest that you aren't. A recent survey conducted for the Home Baking Association suggested that over 80% of Americans bake at least occasionally. (Yes, some do use mixes, but at least that's a start.)
I learned to bake from my dad and his mom. My mom doesn't bake nor cook very much, so I was fascinated with baking with my grandma. I now bake (and cook) with my kids, but I feel like I'm of a dying breed. Not many of my friends bake, and if they do, it's something simple from a box (nothing wrong with that, I do that too!) But make a cake from flour, sugar, etc? oh heck no! Make bread from scratch? Isn't that what the bakery is for? And we can buy fresh baked cookies from the grocery store! ummm, no thanks, I'd rather have fun in my own kitchen (and I think it tastes better too!)
I absolutely love these ads and use them often in my blog posts. I grew up in a home where my dad baked – albeit mostly from boxed mixes – and a mother who hated to cook and was not the best cook because of it. But somehow, maybe because of dad, I grew up loving to bake. Even though my kitchen is too small and uncomfortable and often a mess, baking soothes and calms me, de-stresses and homebaked goods are my way of sharing the love! Wonderful post, Nancy!
I vaguely remember some similar ads, but they didn't impact my interest in baking one way or the other. I just really enjoyed it as a kid, and like you, have always found it quite fulfilling. I do wonder if some women today avoid trying it just because it seems too "housewifely," to them.
I was born way after those adverts but I also grew up baking. My grandmother did it and my mom. As soon as I was able, I wanted to bake. And I still love it. No, it's not as fuss free as the ads would like you to believe but I do think it is that much fun and it is pretty fulfilling. And there's nothing I love more than when someone asks me to teach them to bake.