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Housework and Housewives in American Advertising

Married to the Mop

Authors: Neuhaus, Jessamyn

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About this book

An analysis of how since the end of te 19th-century advertising agencies and their housework product clients utilized a remarkably consistent depiction of housewives and housework, illustrating that that although Second Wave feminism successfully called into question the housewife stereotype, homemaking has remained an American feminine ideal.

About the authors

Jessamyn Neuhaus is Associate Professor of History at SUNY Plattsburgh, USA. An avid consumer and scholar of popular culture, she is the author of Manly Meals and Mom's Home Cooking: Cookbooks and Gender in Modern America, as well as numerous publications in scholarly journals and anthologies.

Reviews

"Extensively researched in advertising archives, mass magazines, and scholarly studies, this book persuasively argues that advertising for cleaning, food, and other household products has changed only modestly over the past 110 years." - CHOICE

"Thorough and interesting ... Neuhaus offers keen observations, and the book is well-written." - Journalism History

"This deeply researched analysis makes a valuable contribution to our understanding of how the cultural figure of the housewife in modern American advertising continues to perform the same function as the symbol did at the end of the 1800s, despite the widespread critique of the 1970s." - Juliann Sivulka, professor of American Studies, Waseda University and author of Ad Women: How They Impact What We Need, Want, and Buy

"With this book, Neuhaus continues her work in popular culture scholarship, this time closely examining commercial messages that were projected into the public arena in order to influence consumer behavior. She is a skilled reader of visual and verbal texts, a lively writer, and a fine researcher. To the standard practices of popular culture scholarship she adds research about the producers of those messages. Because of the limitations of popular culture scholarship as typically practiced, this additional research deepens the merits of the work as an historical analysis. It also sets the work apart from a plenitude of studies of housework, gender, and consumer culture." - Pamela Walker Laird, Professor, History Department, University of Colorado Denver


Table of contents (6 chapters)

Table of contents (6 chapters)
  • Introduction

    Pages 1-17

    Neuhaus, Jessamyn

  • The Laundry Room

    Pages 19-68

    Neuhaus, Jessamyn

  • The Bathroom

    Pages 69-105

    Neuhaus, Jessamyn

  • The Kitchen

    Pages 107-173

    Neuhaus, Jessamyn

  • The Living Room

    Pages 175-213

    Neuhaus, Jessamyn

Buy this book

eBook $24.99
price for USA (gross)
  • ISBN 978-0-230-33797-8
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $105.00
price for USA
  • ISBN 978-0-230-11489-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
Softcover $30.00
price for USA
  • ISBN 978-1-349-29618-7
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • This title is currently reprinting. You can pre-order your copy now.
Softcover $32.00
price for USA
  • ISBN 978-1-137-34723-7
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Housework and Housewives in American Advertising
Book Subtitle
Married to the Mop
Authors
Copyright
2011
Publisher
Palgrave Macmillan US
Copyright Holder
Palgrave Macmillan, a division of Nature America Inc.
eBook ISBN
978-0-230-33797-8
DOI
10.1057/9780230337978
Hardcover ISBN
978-0-230-11489-0
Softcover ISBN
978-1-349-29618-7
Softcover ISBN
978-1-137-34723-7
Edition Number
1
Number of Pages
XII, 273
Topics

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