Housewife of less than 50 years
The domestic of less than 50 years is an advertizing concept and Marketing correspondent with a Population very little specifies but which nevertheless is regarded as determining in the expenditure of the Ménage, component thus a privileged target to be allured. This advertizing “concept” appeared in the Années 1960, at the golden age of the Consommation of mass.
This category is well too vague to constitute a real object Statistique, it acts more than one ideal which incarnates a Marché. It is a kind of average individual , a Ideal-type Weberien summarizing the aspect of a whole market. Buying consumables current: Detergent S, Food, Clothing S… Not very sensitive to the innovating campaigns, attentive with the prices and the arguments more ground-with-ground. At the same time very preserving, not very whimsical but equipped with a Purchasing power considerable.
Personification can, symbolically, being pushed rather far and essaimer apart from the advertizing world. For the advertizing executive it will be perceived like an austere woman, neither very pleasant nor very subtle that it is necessary nevertheless to know to allure because it is her which dictates her law.