Although no clear target audience is found, the time that this pamphlet was created testifies to the fact that women were to assume the role of being a housewife. They were responsible for feeding the family along with completing other household tasks. Women are the ones in the household that purchase food and cook for their family using certain recipes (Women's Role in the 1950s, 2001). The fact that a female character, Mary Blake, is the face of Carnation Milk Ltd. is evidence of this. The reason that Mary Blake was an effective advertising technique was because she had the ability of making women feeling empowered in the kitchen. This technique was used by many different companies such as Betty Crocker, Pillsbury, etc. (Avakian, 2005). At this time in history, this marketing technique lead to the rise of many companies. During the post-war era, the culinary field was changing. Food processing revolved around assembly lines and basic kitchen skills such as mixing and measuring were no longer needed. Instead, meals simply came out of boxes and cans altering the food industry (Avakian, 2005).