MARC Record from Library of Congress

LEADER: 02033cam a22003374a 4500
001 2011018676
003 DLC
005 20120121082455.0
008 110506s2011 nyua b 001 0 eng
010 $a 2011018676
020 $a9780230114890 (hardback)
020 $a023011489X (hardback)
035 $a(OCoLC)ocn701019983
040 $aDLC$cDLC$dYDX$dBTCTA$dYDXCP$dBWX$dIUL$dDLC
042 $apcc
043 $an-us---
050 00 $aHF5827.85$b.N48 2011
082 00 $a659.1088/640973$223
084 $aHIS036060$aHIS036040$aHIS036070$aHIS054000$aSOC052000$2bisacsh
100 1 $aNeuhaus, Jessamyn.
245 10 $aHousework and housewives in modern American advertising :$bmarried to the mop /$cJessamyn Neuhaus.
250 $a1st ed.
260 $aNew York :$bPalgrave Macmillan,$c2011.
300 $axii, 273 p. :$bill. ;$c22 cm.
504 $aIncludes bibliographical references (p. [227]-263) and index.
505 0 $aThe laundry room -- The bathroom -- The kitchen -- The living room.
520 $a"This book traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Asserting that advertising is our most significant public discourse about housework, Neuhaus draws on advertising such as print ads and TV commercials, as well as ad agency documents and trade journals, to show how the housewife figure framed household labor as exclusively feminine care for the family. Paying particular attention to the transitional decades of the 1970s and 1980s, the author demonstrates that when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable "housewife moms" that appear in today's advertising"--$cProvided by publisher.
650 0 $aSex role in advertising$zUnited States.
650 0 $aStereotypes (Social psychology) in advertising$zUnited States.
650 0 $aWomen in advertising$zUnited States.
650 0 $aHousewives as consumers$zUnited States.