TY  - BOOK
AU  - Neuhaus,Jessamyn
TI  - Housework and housewives in modern American advertising: married to the mop 
SN  - 023011489X
AV  - HF5827.85 .N48 2011
U1  - 659.1088640973 23
PY  - 2011///
CY  - New York
PB  - Palgrave Macmillan
KW  - Sex role in advertising
KW  - United States
KW  - Stereotypes (Social psychology) in advertising
KW  - Women in advertising
KW  - Housewives as consumers
N1  - Includes bibliographical references (pages 227-263) and index; The laundry room -- The bathroom -- The kitchen -- The living room
N2  - "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"--
ER  -