Jamie Feldman

I think I saw Rosie the Riveter potholder at TJ Maxx.

I think I saw Rosie the Riveter potholder at TJ Maxx.

Ironically iconic. Rosie the Riveter is the symbol of America's great post-industrial interlude, where women were told to get out of the shops and get working for the greater good. We can do it!

Ironically iconic. Rosie the Riveter is the symbol of America's great post-industrial interlude, where women were told to get out of the shops and get working for the greater good. We can do it!

In this colorful ad from Maxwell House Coffee, the same woman who once fastened the steel on warships was now somehow incapable of helping with her own home renovation.

In this colorful ad from Maxwell House Coffee, the same woman who once fastened the steel on warships was now somehow incapable of helping with her own home renovation.

They were no longer portrayed in men's suiting, but suddenly revealed a lot more leg. Heels pumping. Hair shining. Lashes batting.

They were no longer portrayed in men's suiting, but suddenly revealed a lot more leg. Heels pumping. Hair shining. Lashes batting.

They can't even make a decent cup of coffee. So they just get out of the way, go to the store where they belong and buy instant instead. This is maddening. Oh, hey, is that why they call them madmen?

They can't even make a decent cup of coffee. So they just get out of the way, go to the store where they belong and buy instant instead. This is maddening. Oh, hey, is that why they call them madmen?

Exactly us. Prior to the mid-20th century, as far as advertisers were concerned, kids were considered part of the family.

Exactly us. Prior to the mid-20th century, as far as advertisers were concerned, kids were considered part of the family.

We needed nothing. We wanted nothing. We were there to work. But simply existing inside the store would test our will. So are you tempted to buy things? I just get really overwhelmed by the sheer quantity of items. I know. Somehow, despite being seriously overwhelmed. Those are nice. I might have to have those. I caved immediately. Try it on. Shit. You know who's not trying things on?

We needed nothing. We wanted nothing. We were there to work. But simply existing inside the store would test our will. So are you tempted to buy things? I just get really overwhelmed by the sheer quantity of items. I know. Somehow, despite being seriously overwhelmed. Those are nice. I might have to have those. I caved immediately. Try it on. Shit. You know who's not trying things on?

Probably Rachel.

Probably Rachel.

After six months of not shopping, I was alarmed to find out how quickly the deeply ingrained instinct to accumulate was unleashed. Now... egged on by my comrade in consumption, Carol, my acquisitions increased so quickly that I stopped even bothering to try things on. How can you pass it by? Look at the price. It's linen. Yeah. This is nice, actually. I can't see a size.

After six months of not shopping, I was alarmed to find out how quickly the deeply ingrained instinct to accumulate was unleashed. Now... egged on by my comrade in consumption, Carol, my acquisitions increased so quickly that I stopped even bothering to try things on. How can you pass it by? Look at the price. It's linen. Yeah. This is nice, actually. I can't see a size.

Extra large, but it's good for a cover-up. Want to try it on? No, I think I should just get it. Okay. Maybe I'll get this one, too. I'm good.

Extra large, but it's good for a cover-up. Want to try it on? No, I think I should just get it. Okay. Maybe I'll get this one, too. I'm good.