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Historical Journal, 14(0) Author: Clarke, Alison J., University College, London, England Publication Date: 1994 Publication Info: UCLA Historical Journal, UCLA Department of History, UCLA Permalink: http://escholarship.org/uc/item/9hb1b08w Local Identifier: ucla_history_historyjournal_15397 Abstract: [No abstract] Copyright Information: All rights reserved unless otherwise indicated. Contact the author or original publisher for any necessary permissions. eScholarship is not the copyright owner for deposited works. Learn more at http://www.escholarship.org/help_copyright.html#reuse
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Alison
J.
Clarke
CLASSICAL THEORIES
as a crucial
Liberal economic theory, similarly, presupposes "a distinction between the public,
the home."'
In opposition to such
"project of modernity,"
rigidity,
more
This
culture,
viewed
as vital
components
in the individu-
social
and self-construction
in society.
rial
World War
politicised"
U.S. society,
it
Museum
of Modem Art,
New York,
as
Museum,
London, chose to
Tupperware
155
156
UCLAHistoricalJournal
aesthetic.
Tupperware containers
economy manifest
in the evolution
of a "very func-
rests
upon
a museological pedes-
The Tupperware
plas-
tic
container
is
metaphor
industrialization
Party
is
symptom
home
Tupperware
as a
history,
is
akin to the
social theory
of mo-
complex
historical processes
as
an alien-
able commodity,
became
and
re-assesses the
commodity as non-social
of the pre-modem
"gift."'
form,
commonly set up
The "Invention"
The "Bell Tumbler," a seven ounce injection-molded form of milky white polyethylene,
Tupper was
a dedi-
who
own
plastics
company. In an
tantamount
to transmutation,
he extracted a
To
material category (after ceramics, wood, glass, and metal), Tupper patented the
new low-density, moldable substance, with the trademark, "Poly-T, Material of the Future." By 1947 the pivotal technology of the ware was the snugly fitting
lid,
As
early as 1947
a profoundly different
image to
157
The October
i].
edi-
title
honor
The
accompanying
editorial
was dedicated
domestic sphere.
The
its
ness for purpose" and "truth to materials." For the large part, however, the fe-
in terms
of tactility, sensu-
and
desire.
"Does
it
satisfy
beautiful things?", she asked rhetorically, for "it has the fingering qualities of
jade, but at the
same time
it
"above
all else,
good
as a piece
and display
it
as "shining points
of interest
as
soup or
From
uct and
new
The approach
is
as
as
other plastics.
the overt radicalism of
"Poly-T, Material of the Future." Using a series of didactic table settings and
[Figure
2].
and domestic
"this material
rituals associated
is
ware prevailed;
so clean
it is
lends
whole
table
when
Similarly, Tupperware's
iS8
UCLA
Historical Journal
Figure
i.
to
promote Tupperware
as
Beautiful, 1947.
is
as
modern
as the material
they]
conform
interesting.
is
assuring.
and more
to the restraint
of
159
Figure
2.
Protestantism. References
graceful pairing"
made
food and
Early indoctrination in the fundamentals of gracious living sets a pattern that will
endure for years and form a natural feeling for the niceties of Ufe. So, the mother
who
does not permit even the partaking of the midday luncheon by the children in other
as
as
Mo-
i6o
UCLA
Historical Journal
dernity was proffered, not in ideal, rational, utilitarian forms, but in terms of
artefacts designed to
intricate
manners of gendered
its
social relations; items such as the "Tupperware Place Card Holder," with
receptacle for
rial
two
cigarettes
would "be
Cigarette
("flexible,
guests."" Likewise
"The King
the
"man of the
house.. .who
Home
means of product
by
Home
forum
it
The
structure of the "party plan" system blurred several crucial boundaries: do-
The
home and the range of her social relations, with other women (relatives, friends, neighbors), in exchange for a non-monetary gift. The dealer, supplied by an
area distributor, used the space to set
up
a display
hostess's guests.
The
com-
the ambiguity of the Tupperware Party, the unease with which the val-
ues of commerce merge with the values of social relations, which has led some
contemporary
device:
critics to berate it as
it
has
its
unique features,
is
analogous to
that form of colonialism which extracted taxation by utilizing the existing tribal structure rather than developing
tion."'
its
own
and
collec-
a casual basis;
it
offered
little
secu-
rity and no formal insurance benefits for women. The flexibility enabled by this
i6i
in a period identified
by
its
re-
homesystem
skills
were paramount
in the Party
Plan
sales
was
sociability
and sharing
in the process
of establishing successful
sales net-
works.
Dorothy
document stressed
tips
individuality of approach
dealers.
with other
say, results in a
Cashier (to a
.that s
an
attractive
Dealer: "Yes,
where
did
you
Canister.
get
it?"
That's a Tupperware
Jumbo
Are you
familiar with
Tupperware?'
Tupperware
as,
Parties
"Game of
Gossip," miniature
Initiates
brand-named Tupperware
showed
their familiarity
etc.).
manifested themselves
cal
newspaper advertisements to
amusement
of the other
women
"One husband
tion!"
As
commodi-
the conversion of
anonymous commodities
is
a cultural as
much
as
an
l62
UCLA
Historical Journal
Figure
3.
promoting the
economic
activity.""'
The Tupperware
its
of the
home
Women
tips re-
down women's
inhibitions
and
al-
lowed Tupperware
initiates
and novices
act as
an empty
vessel, a neutral
commodity
mass and en-
upon which
social relations
were brought to
culture,
bear.
Tupperware,
as other
expanded existing
fissures
abled social and material alternatives. Dealers with children might barter
Tupperware
income
selling
Tupperware:
remember
as a
my babies
163
with
my
let's
say you
would watch
my
and a
back
in those days.
'*
Tupperware
ily.
fam-
Loyalty to fellow neighbors and friends was the lynch pin for attendance to
parties
many
it
recalled
Tupperware
Parties),
women
home at little expense. [Figure 3] The drive to bring women back into the home in post-war North America is
is
well documented,'^ as
suburban
Through such
critiques,
women
are fre-
quently represented as
repositories for
The
phenomenon of suburbia
nomic
tive experience
of modernity
as little
more than
up and
down
the
in front
American Dream."''
Such approaches
politicization
to
to
acknowledge the
sociality
through
"home,"
community. For
desires
you work
for
it.
You
are active in
You
participate.""
initiated
While she
rigidly
managed
ethically
down South
in Florida,
EarlTupper
in Massachusetts.
They remained
As vice-president,
164
UCLAHistoricalJournal
who had
Sparks, the
middle-aged housewife"
Company."" Tupperware
on
its
em-
women.
and descriptions of
pink canary. Foibles such as her compulsive eating habits were discussed
length for a popular female audience in
magazines such
as
panion:
Brownie
fixes herself a
whenever she
feels
hungry
By
people, they'll build the business."'^ Inside she described an ethos of caring and
profit.
Feminine reciprocity
in turn
which
was seen
lies
our greatest
strength....
A drop of water
But the mergFalls.'*
itself.
itself
Life!,"
Unone
To Save Man's
consumer praised the virtues of Tupperware bowls, used as cold packs, in preventing her uncle from bleeding to death. ''
Generic Tupperware
artefacts,
and bonded
social
numerous extravagant
displays. The
sisted
of a
classically inspired,
amidst a thousand acres of lush, lagoon-filled gardens that included an extensive golf course,
dealers past
swimming pool and tropical gardens dedicated to Tupperware and present. Here Tupperware Homecoming Jubilees, held annu-
165
ally for a
the corporation
would demonstrate
loyalty to
its
dedicated
women.
fiiU scale gift-
The
i954
Homecoming Jubilee
and managers to a
giving ceremony. Forty- five thousand dollars worth of consumer durables were
buried beneath the headquarters grounds. Several hundred spades were poised
for
women,
tural mythology.
Within
While
Tupperware
as a national icon
Wish
and sparkling
made
a celebrity
anything from entire Parisian haute couture wardrobes (from satin pyjamas to
strapless ball
suites,
brand
new Ford
convertibles. In courting
women with
Brownie was
rangements for the eleven children belonging to the recipient of a luxury week-
ritual
a crucial role
at
depths.
At the pinnacle of the "gifting" rituals was the donation of the adored leader s own publicly worn garments. Restricted to the "Vanguard" sales elite, this exceptional accolade
in the
most
tantalizing
and indulgent
detail:
The
dress I
wore
is
to be
(it's
an origi-
and lovely
breaking at the knee with a deep permanently pleated flounce, and a matching pink
taffeta slip).''
typical
example of adoration
is
"Know-How"
classes.
At
it
the end of the session the dealer was compelled to tear off the page and give
to her leader. It read:
Brownie
wonder
if you
can
ever realize the tenderness in our affection for you, and the really deep and abiding
i66
UCLAHistoricalJournal
gratitude that
most of us (me
enjoy.
wonderful opportunity in
example of
business
we now
never tiring
in constant
motion
love
Helda Degraves.'^
The Tupper
At graduation
women
com-
ner signalled the close of the ceremony. Several weeks later the company magazine featured a
roll
of honor "to
all
those
who had
triumphed."
Women active within the Tupperware Corporation triumphed in using previously unrecognized labour and
skills
mestic relations, diplomacy and the ability to empathize, were embraced under
the corporate phrase
informal sales
skills
which pervaded
With my head
Family/Gone
are the
Tupperware
family*'
Gifts, Gender and Social Relations The Tupperware Family Album, an illustrated
choose
gifts
(through accrued
sales points)
With
its
direct ar-
of gifting and household provisioning, the "Tupperware Family Althe nuances of household provisioning
Each
commodities. The
gift objects,
ref-
"mem-
Razor," "Manicure Set by Griffon" and electric knife ("delicate slicing action')
167
each photographed in open and availing presentation boxes, as posturing subjects within themselves. "Father"
was
ing
Rod
("Dad
will be master
of the
Car
hair.. .Blue
Hollywood screen
test, a
USA," was awarded, along with complete wardrobe from Bobby Brooks and a beau"a set
tiful
time."'' In the
of
terrific
Tupperware that
and Homemakers
illustrated
was promoted
as
being
sales
embedded
in the
by Hispanic
this
and black
activity).''
women
(oral histories
make
consistent reference to
"the
Negro market" as
promoting the
of business and
terms of
and iconic
status.
From
1951
Tupperware range
terial culture.
utilized an evolutionary
diachronic and
present
a "pre-historic era to
The
collection "progressed"
silver teapots.
The
posited confidendy
i68
UCLAHistoricalJournal
a rich array of nationally significant material culture: Shaker boxes,
vessels,
amongst
American Indian
fany.
By i954 Tupperware's
and described
plorer,
status as an object
of the in-house magazine Tupperware Sparks. Exexceeded Earl Tupper's modest vision of the
total
Hassoldt Davis,
African nomadic
tribe.
ritual
palm-sap-
ping and blood letting vessels with Econo-Canisters and Wonder Bowls,
Tupperware, he boasted, "had been through the roughest treatment the natives
could subject
it to,
wdtch-craft powder."^'
Status
was more
Dior
isn't
coming up vnth
new look
sociality
TV
Such examples
Examples
are
who
learn as
young
women
the concomitance of commodities and prescribed race, class and gender roles.
consumer magazine
criticized
its
fiinctional per-
brought commerce directly into the sanctity of the home." Numerous newspaper reports
condemned
women had
The
defied
all
dicted Tupperware would never fiinction outside U.S. society) and embraced
Tupperware
Parties as part
party, featured
on the front
cover of the fashionable and aspirational Queen magazine, were both fashionable symbols of a
newly perceived
social mobility.
Conclusion
This essay has explored the arena of consumption and material
culture, to chal-
169
lenge the trivialization of the domestic sphere and assumptions of classical social theories
able to inalienable
reveals the
commodity,
in part
relations,
terial culture.
as the au-
ation of labor, capital and production as the sole basis of identity formation, in
contemporary
societies, precludes
is
gender
as a vital constituent
of modernity."
Tupperware
of utility, status seeking and individualized desire but instead belong to a complex system of sociality and moral economy.
Acknowledgments.
sion of this essay
would
like to
in
A ver-
Museum
of American Art,
Notes
1.
For a comprehensive analysis of this argument see Barbara L. Marshall, Engendering Modernity
(London: Polity
Press, i994).
Politics
2. 3.
1983), 144.
(New York:
MOMA,
4.
5.
1959), 75.
John Heskett,
theory
1987), 156.
of explicit exchange
Tupperware Party)
To quote ex-Tupperwarc
he loved things."
Corporate promotional
had much
interest in people,
but
7.
literature 1947
onwards characterized
8.
Elizabeth Gordon, "Fine Art for 39 Cents" House Beautijvl, October 1947,
9.
4.
10.
11.
12.
13.
Rex Taylor, "Marilyn's Friends and Rita's Customers; A Study of Party Work," Sociological Review 3. Part 26 (1978), 574.
Dorothy
J.
Selling as Play
and
as
14.
15.
and Society
i9
(i99o): 579-98.
16.
November
18,
i989,
170
UCLAHistoricalJournal
and interview with ex-Tupperware executive
second managerial convention.
Elsie
Mortland on December
2,
i989, Kissimmee,
Florida. Transcriptions of" Prospecting and Previewing'' zlcctxiTc given at the 1953
Tupperware
17.
See Ruth Schwarz Cowan, More Work For Mother: The Ironies ofHousehold Technologyfrom the
Open Hearth
Mystique
to the Microwave (New York: Basic Books, 1983); Betty Friedan, The Feminine (New York: W.W.Norton, 1963); Rochelle G^\Xm, American Women Since i94^ (Jack-
Women
Twayne,
i984);
Coward,
i982);
Susan
i982).
i9.
Relations," 580.
20.
21.
"Personal
(May
1952).
Tupperware
Home
Parties Incorporated
it
Com-
was seen
to turn
22.
23.
1953), 34.
24.
25.
Tupperware Sparks
vol. 3 nos. 6
5
8c 7 (July- August
1956)
1953).
no. 3
(March
back page.
26.
27.
in-house publication
Wise
Jubilee Celebration
Teen,
Song
c.
T.H.P.i959.
29.
June i96o.
Girls
30.
31.
no. 8.
32.
33.
5.
34.
For example, The Daily Mail }unc 23rd, i96i which described Tupperware
activities
under the
35.
Miller,
Mass Consumption and Material Culture (London: Blackwell, and appropriation of everyday com-
References
Primary
sources:
Manuscripts
The
New
Tupperware promotional
literatiu-e
Wise
Museum
of American History,
Primary
sources: Articles
Girls
i96o, vol.
no.
8.
October
1947.
1953), 34.
171
Teen,
June i96o.
1965.
Novem18,
Pat Jordon (ex-Tupperware dealer), interview with author, Lake Mary, Florida,
Elsie
November
i989.
Mortland (ex-Tupperware
2,
i989.
Secondary sources
J.
579-98.
Ruth Schwarz Cowan. More Work For Mother. New York: Basic Books, 1983. John Davis. Exchange. London: OUP, i992. Arthur Drexler and Greta Daniel eds. Introduction to Twentieth Century Design.
1959.
Women
Since 1945.
1987.
John Heskctt.
Industrial Design.
Thomas Hine.
Populuxe.
London,
Alison Jaggar. Feminist Politia and Human Nature. London: Harvester, 1983.
in thei9^os. Boston:
Twayne,
1984.
Never Done: a
history
ofAmerican Housework.
Rita's
New York: Coward,McCann and Geohegan, i982. New York: Pantheon, i982.
Customers;
Rex
and
3.
Work."
Sociological
Review