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Housework and housewives in modern American advertising = married to the mop /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Housework and housewives in modern American advertising/ Jessamyn Neuhaus.
Reminder of title:	married to the mop /
Author:	Neuhaus, Jessamyn.
Published:	New York :Palgrave Macmillan, : 2011.,
Description:	1 online resource (xii, 273 p.) :ill. :
Subject:	Housewives as consumers - United States. -
Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9780230337978
ISBN:	9780230337978 (electronic bk.)

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

Housework and housewives in modern American advertisingmarried to the mop /[electronic resource] :Jessamyn Neuhaus. - 1st ed. - New York :Palgrave Macmillan,2011. - 1 online resource (xii, 273 p.) :ill.

Includes bibliographical references (p. [227]-263) and index.

The Laundry Room -- The Bathroom -- The Kitchen -- The Living Room.

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.

ISBN: 9780230337978 (electronic bk.)

Source: 534359Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

253147
Housewives as consumers
--United States.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5827.85 / .N48 2011

Dewey Class. No.: 659.1088/640973

Housework and housewives in modern American advertising = married to the mop /
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245 1 0 $a Housework and housewives in modern American advertising $h [electronic resource] : $b married to the mop / $c Jessamyn Neuhaus.
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260 $a New York : $c 2011. $b Palgrave Macmillan,
300 $a 1 online resource (xii, 273 p.) : $b ill.
504 $a Includes bibliographical references (p. [227]-263) and index.
505 0 $a The Laundry Room -- The Bathroom -- The Kitchen -- The Living Room.
520 $a 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.
520 $a "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"-- $c Provided by publisher.
588 $a Description based on print version record.
650 0 $a Housewives as consumers $z United States. $3 253147
650 7 $a HISTORY / United States / 20th Century. $2 bisacsh $3 222614
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650 7 $a HISTORY / United States / 21st Century. $2 bisacsh $3 253148
650 7 $a HISTORY / Social History. $2 bisacsh $3 212662
650 7 $a SOCIAL SCIENCE / Media Studies. $2 bisacsh $3 227484
650 7 $a BUSINESS & ECONOMICS / Advertising & Promotion $2 bisacsh $3 237019
650 0 $a Sex role in advertising $z United States. $3 253144
650 0 $a Stereotypes (Social psychology) in advertising $z United States. $3 253145
650 0 $a Women in advertising $z United States. $3 253146
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