Research Catalog

Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.

Title: Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.
Author: Neuhaus, Jessamyn.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Use in library	HF5827.85 .N48 2011	Off-site

Details

Description

xii, 273 p. : ill.; 22 cm.

Summary

"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"--

Subjects

ISBN

023011489X (hardback)
9780230114890 (hardback)

LCCN

2011018676

Owning Institutions

Columbia University Libraries