Hotpoint Refrigerator

Description:

General Electric manufactured this Hotpoint brand refrigerator about 1960. After World War II, consumer spending on new electrical household appliances soared as economic prosperity fueled the purchases of new homes and brought on a new era of American affluence. Hotpoint advertised their products as a way to “live better electrically” while also being aesthetically pleasing. Hotpoint’s model 9EW12 came in basic white as well as four glamorous colortones—coral pink, sunburst yellow, copper brown, and turquoise—allowing the buyer to add a dash of style to a formerly staid appliance. The fridge has several features including “swing-out” shelves that allowed easy access to the back of the fridge, as well as a “reserve coldpower” to quickly cool the fridge from constant “open-shut” use. Hotpoint touted the fridge as increasing access-ability, clean-ability, move-ability, and stor-ability. These added features became necessary as customers had more choices in a competitive market. New colors and stying were also halmarks of planned obsolescence; a business strategy that used style to convince consumers to trade old appliances for new on a regular basis and increase spending.