Housework and Housewives in American Advertising: Married to the Mop [NOOK Book]

Overview

This book advances women's history and media studies by demonstrating that since the end of the 19th century, advertising agencies and their housework product clients utilized a remarkably consistent depiction of housewives and housework. It shows that although Second Wave feminism successfully called into question the housewife stereotype in advertising, homemaking has still remained an American feminine ideal, embodied by what author Jessamyn Nehaus terms the "housewife mom." The book offers a historical ...
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Housework and Housewives in American Advertising: Married to the Mop

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Overview

This book advances women's history and media studies by demonstrating that since the end of the 19th century, advertising agencies and their housework product clients utilized a remarkably consistent depiction of housewives and housework. It shows that although Second Wave feminism successfully called into question the housewife stereotype in advertising, homemaking has still remained an American feminine ideal, embodied by what author Jessamyn Nehaus terms the "housewife mom." The book offers a historical analysis of print advertising from the late 1800s to today; radio advertising that aired from the 1930s through the 1960s; and - unlike previous scholarship on domesticity - television commercials from the 1950s to the present. The book's organization by "room" - examining in turn the evolution of advertising associated with products used in the laundry room, bathroom, kitchen, nursery, and living room - makes this an especially accessible scholarly work.
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Editorial Reviews

From the Publisher
"Extensively researched in advertising archives, mass magazines, and scholarly studies, this book persuasively argues that advertising for cleaning, food, and other household products has changed only modestly over the past 110 years." - CHOICE

"Thorough and interesting ... Neuhaus offers keen observations, and the book is well-written." - Journalism History

"This deeply researched analysis makes a valuable contribution to our understanding of how the cultural figure of the housewife in modern American advertising continues to perform the same function as the symbol did at the end of the 1800s, despite the widespread critique of the 1970s." - Juliann Sivulka, professor of American Studies, Waseda University and author of Ad Women: How They Impact What We Need, Want, and Buy

"With this book, Neuhaus continues her work in popular culture scholarship, this time closely examining commercial messages that were projected into the public arena in order to influence consumer behavior. She is a skilled reader of visual and verbal texts, a lively writer, and a fine researcher. To the standard practices of popular culture scholarship she adds research about the producers of those messages. Because of the limitations of popular culture scholarship as typically practiced, this additional research deepens the merits of the work as an historical analysis. It also sets the work apart from a plenitude of studies of housework, gender, and consumer culture." - Pamela Walker Laird, Professor, History Department, University of Colorado Denver

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Product Details

  • ISBN-13: 9780230349568
  • Publisher: Palgrave Macmillan
  • Publication date: 11/8/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 286
  • File size: 848 KB

Meet the Author

Jessamyn Neuhaus is an associate professor of history at SUNY Plattsburgh. She is the author of Manly Meals and Mom's Home Cooking: Cookbooks and Gender in Modern America, as well as numerous publications in scholarly journals and anthologies.
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Table of Contents

The Laundry Room
The Bathroom
The Kitchen
The Living Room
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