Quantitative content analysis of selected issues of theLadies Home Journalrevealed shifts in value orientations—most notably fromfuturetopresentand fromdoingtobeing. A qualitative analysis relates these findings to behavior changes and life-style as portrayed in these same issues and places particular emphasis on concepts of morality. Several trends are noted: (1) morality as a rather permanent inflexible set of standards becomes a more fluid concept which each defines for himself; (2) the use of psychological explanation forunderstandingbehaviors becomes increasingly used tojustifybehaviors; (3) the importance of mental health for the good of family and society gives way to concern with psychological adjustments to meet the needs of the individual; (4) a not altogether clear relationship appears between the housewife's need to turn outward beyond home and family responsibility and her changing attitudes toward marriage.