Housework and housewives in American advertising
married to the mop
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Author
Publication
2011 - Palgrave Macmillan, New York, New York (State)
Language
English
Word Count
68,250 words, Guess
Page Count
273 pages
Identifiers
- Internet Archivehouseworkhousewi0000neuh
- ISBN-139780230114890
- ISBN-10023011489X
- Library of Congress Control Number2011018676
- OCLC Control Number701019983
and 2 more
- Better World Books9780230114890
- Open LibraryOL24853509M
Classifications
- DDC659.1088/640973
- LCCHF5827.85 .N48 2011
- LCCE171-E183.9D203.2-47
Description
"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"-- "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"--
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Other Editions
- Housework and housewives in American advertising: married to the mop
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