“Never underestimate the power of a woman.”
Editorial and advertising slogan adopted by the Ladies Home Journal in March 1941
The Ladies Home Journal was first published in 1883 and has been in print ever since. Although the slogan the editors started using in 1941 sounds empowering, the magazine has always been targeted more to ladylike housewives than to cutting-edge feminists. The “power” originally implied in the slogan was the power of wives to get their way and lead their husbands to the “right decisions.” The March 1941 issue, which featured a ballerina on the front cover, had an eye-catching ad for Chesterfield cigarettes inside, showing that tobacco companies and their pre-Mad Men era ad agencies were eager to at least give women an equal opportunity when it came to smoking.
This quote was on the back of a Rosie the Riveter Dog Tag necklace that my daughter has in her collection of trinkets