![]() ![]() But after Noyes died, the community pivoted-into a thriving business. ![]() ![]() Noyes built an enormous mansion in upstate New York for his “family” and amassed hundreds of followers. This included communal child raising “complex marriage,” a term Noyes invented to describe how all Oneidans were married to one another and sexual rituals, like male continence. Oneida was founded in 1848 by John Humphrey Noyes, a former theological student who believed that paradise could be found on Earth through nontraditional sexual and familial structures. Long before making flatware, Oneida was a religious commune founded on polyamory. The irony is these ads were selling monogamous, possessive love-the exact opposite of what the founders of Oneida stood for. ![]() The “Back Home for Keeps” ads were so popular that they became the subject of a 1945 LIFE magazine article that called them “a new kind of pin-up craze.” Some day you’ll have it.the storybook house, the crackling fire.and on your table your treasured Community,” stated one ad for Oneida’s Community Plate flatware. “Dare to dream.dare to cut yourself a slice of heaven. When Oneida, a silverware manufacturer, took out ads, instead of focusing on forks and knives and serving spoons, they showed a passionate embrace between a woman and man returning from war. In the 1940s, it wasn’t sex that sold-it was love. ![]()
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