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Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.

By: Material type: TextTextPublisher: New York : Palgrave Macmillan, 2011Edition: First editionDescription: xii, 273 pages : illustrations ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 023011489X
  • 9780230114890
Subject(s): DDC classification:
  • 659.1088640973 23
LOC classification:
  • HF5827.85 .N48 2011
Contents:
The laundry room -- The bathroom -- The kitchen -- The living room.
Summary: "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"-- Provided by publisher.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.1088640973 NEU (Browse shelf(Opens below)) 1 Available A509561B

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"-- Provided by publisher.

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