Advertising to the American Woman, 1900-1999

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Ohio State University Press, Jan 1, 2002 - Art - 329 pages
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Whether they're students of advertising history or just reminiscing, readers will be entertained by Advertising to the American Woman. This is a lavishly illustrated survey of how the mass production of consumer goods, the development of the advertising industry, and the evolution of women's roles in society inextricably progressed through the twentieth century. The author focuses on the marketing perspective of the topic rather than on the consumer's point of view. Inevitably, a number of cultural themes run throughout the work, illustrating in an innovative way how women's roles in society have shifted during the past hundred years. Among the key issues explored is a peculiar dichotomy of American advertising that served as a conservative reflection of society and yet, at the same time, became an underlying force of progressive social change. For example, this study shows how advertisers of housekeeping products perpetuated the Happy Homemaker stereotype while tobacco and cosmetics marketers dismantled women's stereotypes to create an entirely new type of consumer. This is an ideal book for the student of women and/or advertising and will appeal to a large audience, including those interested in advertising, mass communication, women's studies, American history, and fashion design.
  

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Contents

Marketing and Magazines l
1
The Advertising Barrage
20
Home Hearth and Housekeeping
38
The American Bride and Mother
69
The Quest for Beauty and Health
92
Fashion Forward
134
Achieving Independence
167
Teach Them Young
193
The Little Mother
203
Advertising and Gender Socialization
210
Turning the Tables on Men
239
Female Icons Logos and Spokeswomen
272
Imaginary Female Characters and Caricatures
284
Delivering the Message and Imprinting the Image
296
Index
313
Copyright

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About the author (2002)

Daniel Delis Hill has worked as a retail fashion illustrator, creative director of fashion photography, and assistant professor in the Department of Fashion at Virginia Commonwealth University. He is the author of six books on American fashion history, including As Seen in Vogue: A Century of American Fashion in Advertising (TTUP, 2007). He lives in San Antonio, Texas

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