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This 1958 advertisement for Joicies bread provides social commentators with food for thought. At that time the popular bakers had shops in Derby in East Street and the Market Hall.

Countless Derby shops have been 'lost' over the years, many of which were not only household names but could also be a vital cog in maintaining life on an even keel.

Take JOICIES the bakers, for example. If their advertisements are anything to go by, no marriage could survive on harmonious terms in the 1950s without 'the good lady wife' making regular visits to their shops in East Street and the Market Hall. The men may have been the 'bread-winners', but the ladies, it seems, were expected to be the bread buyers.

And apparently the lusty men of Derby liked their bread crusty in those days - in fact anything in the line of squashiness just wasn't to be tolerated. So if a wife knew what was good for her, she used her loaf and trotted off to Joicies to keep her man content.

Quite when Joicies began in business isn't recorded, or when they ceased trading, but older residents of Derby have confirmed they were around in the 1930s and at that time were particularly noted for their biscuits. Whether the male population preferred custard creams or bourbons isn't certain, but Joicies' gloriously sexist marketing department no doubt put the ladies straight on such an important matter.

Could advertisers get away with this sort of campaign now? Or perhaps things really haven't changed that much? Who buys the bread in your household!?

Could you contribute to this short article - perhaps you remember shopping at Joicies or even working there? Or maybe their line in advertising raises you to such a pitch of fury that you just can't resist grabbing a slice of the action! To add a comment just click on 'edit' and write away.

• Joicies Bakery - The crustier the better

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County:  Derbyshire