Housework and Housewives in American Advertising: Married to the Mop (BOK)

Jessamyn Neuhaus

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Housework and Housewives in American Advertising traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Cultural historian Jessamyn Neuhaus reveals advertising to be our most significant public discourse about housework, analyzing print ads, TV commercials, ad agency documents and trade journals, and other sources to demonstrate 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, Neuhaus shows that even when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable 'housewife moms' of today.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2013 Forfatter Jessamyn Neuhaus
ISBN 9781137347237
Antall sider 288 Dimensjoner 14cm x 21cm x 1,5cm
Vekt 275 gram
Emner og form History of the Americas, Social & cultural history, Gender studies: women, Advertising & society