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

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Housework and housewives in modern American advertising/ Jessamyn Neuhaus.
其他題名:	married to the mop /
作者:	Neuhaus, Jessamyn.
出版者:	New York :Palgrave Macmillan, : 2011.,
面頁冊數:	1 online resource (xii, 273 p.) :ill. :
標題:	Sex role in advertising - United States. -
電子資源:	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:

834804
Sex role in advertising
--United States.Index Terms--Genre/Form:

554714
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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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.
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