‘Mrs Sydney’ (Pat Firman) prepares an evening meal for her husband with her newly acquired electric range while a voice-over emphasises the stove’s economy and efficiency. At the end of the advertisement, she asks to camera: ‘you’ll all eventually cook with electricity so why not now?’
The emphasis on economy in this advertisement – of time and of money – is the main selling point of this electric range. In response to the question ‘can I afford it?’, the voice-over assures that ‘the fact is, you cannot afford to be without one’. The stove’s efficiency and ease allows Mrs Sydney to cook a meal ahead of time with no fuss and seemingly no mess. She tells us that the Sydney County Council sells electric ranges with no deposit and five years to pay – an extremely tempting offer given that the Second World War was just beginning and Australians were coming out of a Depression. Today, energy consumption (or rather, where that energy comes from) is a hot political issue. But in the 1940s, electric cooking was just one of many inspired ways to convince householders that electricity use was not just economically sensible, but that electric cooking was the way of the future.
An electric stove similar to the kooka which is advertised here, can be seen in actual domestic use in the 1950 home movie Clarke, R Sydney Diary.