Angel in the Marketplace
Subtitle: Jean Wade Rindlaub and the Selling of America
Publisher: University of Chicago Press
Published: 2020
Place of publication: Chicago (Illinois)
Language: eng
Format: e-book
Number of pages: 301
ISBN-13: 9780226486468
Copyright date: 2020
First sentence: In 1977, long before Mad Men, Patricia Tierney revealed the life of a sheep among the wolves of Madison Avenue in the 1960s.
Description: "Ellen Wayland-Smith's ambitious and revealing book is in one sense a biography of Jean Wade Rindlaub, a major yet little-known figure in postwar American advertising, responsible for many of the most influential campaigns for domestic products (Betty Crocker, Chiquita Bananas, etc.). Yet it goes much farther by plumbing not merely midcentury American corporate capitalism but the religious and geopolitical beliefs that advertising embodied and propounded. Rindlaub's own Calvinistic beliefs and her embrace of the corporation were central to the commodification and repackaging of American women's needs and desires in the postwar world. This is riveting cultural history built around a fascinating yet normative woman who used her considerable power in the workplace to encourage other women to stick to their kitchens, both figuratively and literally"--
Table of contents: label: Introduction
title: Odd Adman out: Who Was Jean Wade Rindlaub?; label: 1
title: A Tale of Two Gospels; label: 2
title: The Angel in the Marketplace; label: 3
title: A Clean Rinse and a Fresh Start: The Magic of Soap; label: 4
title: Of Makeovers and Movie Stars; label: 5
title: Community Is Correct; label: 6
title: Back Home for Keeps; label: 7
title: Believe in Betty Crocker; label: 8
title: The “New Togetherness,” or How Adwomen Learned to Man Up; label: 9
title: The Liking of Ike:  Television, Anticommunism and Magical Thinking; label: 10
title: The Power of Positive Thinking; label: 11
title: Chiquita Banana and the Politics of Kitsch; label: 12
title: A Second Look at the Second Sex; label: Epilogue
title: The Service Ideal, Revisited; title: Acknowledgments; title: Notes; title: index