Housework and Housewives in American Advertising - Married to the Mop (Hardcover)

"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. Jessamyn Neuhaus shows advertising to be our most significant public discourse about housework, analyzing print ads and TV commercials, as well as ad agency documents and trade journals, 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 demonstrates 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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United Kingdom
Release date:	November 2011
First published:	November 2011
Authors:	Jessamyn Neuhaus
Dimensions:	216 x 140 x 21mm (L x W x T)
Format:	Hardcover - Cloth over boards / With dust jacket
Pages:	273
ISBN-13:	978-0-230-11489-0
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Humanities > History > American history > General Books > Humanities > History > History of specific subjects > Social & cultural history Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Social sciences > Sociology, social studies > Gender studies > Women's studies > General Books > History > American history > General Books > History > History of specific subjects > Social & cultural history
LSN:	0-230-11489-X
Barcode:	9780230114890

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