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Housework and housewives in modern American advertising : married to the mop
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Book
Housework and housewives in modern American advertising : married to the mop
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Overview
\"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.
Publisher
Palgrave Macmillan
Subject
ISBN
9780230114890, 023011489X
Item info:
1
item available
1
item total in all locations
| Call Number | Copies | Material | Location |
|---|---|---|---|
| HF5827.85.N48 2011 | 1 | BOOK | AUTOSTORE |
