Housework and housewives in American advertising
Subtitle: married to the mop
By: Jessamyn Neuhaus
Publisher: Palgrave Macmillan
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 273
ISBN-13: 9780230114890
Subjects: Housewives as consumers; Stereotypes (Social psychology) in advertising; SOCIAL SCIENCE / Media Studies; HISTORY / Social History; HISTORY / United States / 21st Century; Sex role in advertising; HISTORY / United States / 19th Century; Women in advertising; HISTORY / United States / 20th Century
Description: "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"--

"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"--
Table of contents: title: Machine generated contents note:; title: The Laundry Room * The Bathroom * The Kitchen * The Living Room.