ADVERTISING TO THE AMERICAN WOMAN
Publisher: Ohio State University Press
Published: February 1, 2002
Language: eng
Format: Hardcover
Number of pages: 329
ISBN-13: 9780814208908
Subjects: Advertising & Promotion; General; Women's Studies - General; Advertising; Sociology Of Women; Social Science; Pop Arts / Pop Culture; 20th century; History; United States; Women consumers; Women in advertising; Business/Economics
Table of contents: title: Marketing and magazines. Product branding and the substitution battle -- Marketing strategies and the target customer -- Magazine advertising -- Conclusion : reaching the primary target -- The advertising barrage. Newspaper, direct mail, and collateral print media -- Broadcasting the message on radio -- Delivering the message on television -- Targeting women in cyberspace -- Conclusion : getting the message out -- Home, health, and housekeeping .  New appliances in the kitchen -- Doing the laundry -- Easing the labor of other chores -- The queen of inventions -- Food preparation and consumerism -- Housecleaning consumables  -- Conclusion : all the better to cook, clean, and care for the home -- The American bride and mother. Marketing the image of the bride -- Marketing the image of mother and child -- Conclusion : marketing images and messages for brides and mothers -- The quest for beauty and health -- Marketing beauty -- Skin-deep beauty -- The promise of health -- The finishing touch : fragrance  -- Conclusion : mass production and the promise of beauty and health -- Fashion forward. Fashion trends through World War I -- The highs of the twenties and lows of the thirties -- Austerity fashions of World War II -- The ``new look'' -- The revolutionary sixties and cynical seventies -- American fashion style since 1980 -- The bare essentials : lingerie and swimwear -- The art of fashion advertising -- Conclusion : the mass production and mass marketing of fashion -- Achieving independence. On the road to independence -- Independent thinking -- Marketing women athletes and their sports -- True independence through employment -- Conclusion : marketing to the independent woman -- Teach them young. The ``little homemaker'' -- The ``little mother'' -- The ``little beauty'' -- Conclusion : advertising and gender socialization  -- Bad habits, vices, and taboos. Marketing and the social stigma of bad habits -- Advertising products and images of vice -- Marketing and social taboos -- Conclusion : reflecting and overturning social values with advertising -- Turning the tables on men. Marketing ``male pulchritude'' -- Marketing the paternal image -- Marketing male heroes -- The male body as a sex object in advertising -- Marketing and the theme of the emasculated male -- Conclusion : the objectification of men in advertising -- Female lcons, logos, and spokeswomen. Contemporary female icons and obsolescence -- Branding the historical figure -- Icons of little girls -- Imaginary female characters and caricatures -- Spokeswomen and testimonials -- Conclusion : delivering the message and imprinting the image.