Lester Beall A Better Home - Rural Electrification Administration 1941

  • Not on view

The core message of Beall's poster was simple: electrification of the kitchen would create a better home, and the patriotic color scheme seems to imply that this was in the national interest, creating a more cohesive society through the spread of basic amenities to all regions and social groups. As part of Franklin D. Roosevelt's New Deal program, the Rural Electric Administration (REA) was created in 1935 to bring electricity to impoverished areas where as few as ten percent of homes had electric power. Public officials recognized the effectiveness of commercial advertising strategies—like this poster—in their mission to convince rural housewives of the benefits of switching from wood, coal, and oil to electricity.

Gallery label from Counter Space: Design and the Modern Kitchen, September 15, 2010–March 14, 2011.
Offset lithograph and screenprint
40 x 30" (101.6 x 76.2 cm)
Gift of the designer
Object number
Architecture and Design

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