Housework and housewives in modern American advertising : married to the mop /
Neuhaus, Jessamyn,
Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus. - First edition. - xii, 273 pages : illustrations ; 22 cm
Includes bibliographical references (pages 227-263) and index.
The laundry room -- The bathroom -- The kitchen -- The living room.
"This book traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Asserting that advertising is our most significant public discourse about housework, Neuhaus draws on advertising such as print ads and TV commercials, as well as ad agency documents and trade journals, to show how the housewife figure framed household labor as exclusively feminine care for the family. Paying particular attention to the transitional decades of the 1970s and 1980s, the author demonstrates that when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable "housewife moms" that appear in today's advertising"--
023011489X 9780230114890
2011018676
Sex role in advertising--United States
Stereotypes (Social psychology) in advertising--United States
Women in advertising--United States
Housewives as consumers--United States
HF5827.85 / .N48 2011
659.1088640973
Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus. - First edition. - xii, 273 pages : illustrations ; 22 cm
Includes bibliographical references (pages 227-263) and index.
The laundry room -- The bathroom -- The kitchen -- The living room.
"This book traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Asserting that advertising is our most significant public discourse about housework, Neuhaus draws on advertising such as print ads and TV commercials, as well as ad agency documents and trade journals, to show how the housewife figure framed household labor as exclusively feminine care for the family. Paying particular attention to the transitional decades of the 1970s and 1980s, the author demonstrates that when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable "housewife moms" that appear in today's advertising"--
023011489X 9780230114890
2011018676
Sex role in advertising--United States
Stereotypes (Social psychology) in advertising--United States
Women in advertising--United States
Housewives as consumers--United States
HF5827.85 / .N48 2011
659.1088640973