In sum, midcentury representations of marriage doubled down on earlier themes of opposite-sex disinterest and resentment by suggesting to women that not only their bodies but also their personalities needed to be carefully managed in order to produce happy heterosexuality. As experts elaborated their expectations of the good wife, women’s submission and self-sacrifice became central ingredients of straight culture, with women warned about what they must give up in order to “keep their men” (the list of sacrifices included their jobs and interests, their desire for adult conversation, their selfhood). Straight culture was also marked by men’s fragility and irritation, their pervasive sense of burden, loss, and entrapment. Men were encouraged to fantasize about freedom from emotional intimacy with women or to dream of a life characterized by diminished heterosexual demands (i.e., bachelorhood) and expanded homosocial bonds (the company of men). Of particular significance to my analysis of the heterosexual-repair industry is the fact that midcentury advertisers learned to capitalize on the tragedy of heterosexuality by creating ads that played on men’s desire for freedom and power over women and women’s desire to be attractive and interesting to their husbands.54 Marketers recognized that women had to work to achieve and sustain men’s transitory satisfaction with heterosexual marriage or face the threat of abandonment and economic insecurity. Women’s subordination and precarity within heterosexual relationships gave marketers a phenomenally effective “hook” for reaching straight women consumers, a hook that would continue to animate the heterosexual-repair industry into the next several decades.55