Founded after an extended war epochs, the Turkish Republic faced poverty and impossibilities. When the effects of word economic depression in 1929 was added, the importance of savings and use of domestic goods was amplified for struggle of national economic consolidation. In the history of the Turkish Republic, campaign for savings and domestic good kept ground in the struggle of national development highlighted after 1930. With the leadership of Association of National Economy and Savings, founded on 14th December 1929, various activities were organized, the importance of savings and use of domestic goods were articulated, and contests reinforcing the such behavior were conducted in order to raise awareness on savings and use of domestic goods among public and to ensure shaping the consumer habits according to this very sentience. During this struggle, owing to their role on home economics and child-rearing, supports of women were expected even more. When the newspapers of that period are examined, it is clearly seen that the press undertook a very central duty by means of topics on raising awareness of public for savings and on encouraging the use of domestic goods. Frugal behavior through struggle of national development and use of domestic goods was levelled as being patriotic in invitation to boost the women support, while this economic struggle considered equal to war of independence. The press content, while eulogized the women who made conscious choices about home economics and trained their children as frugal people, criticized the gracious living and extravagance. Conducted with Descriptive Historical Research method, this study scrutinizes newspapers called Cumhuriyet, Akşam, Vakit and Hakimiyet-i Milliye and attempts to narrate how the image of women, idealized with the saving policies, was produced in the press.
Savings, Domestic Goods Week, Moneybox Campaign, Home Economics, Frugal Women