Advertising to the American Woman, 1900-1999
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Marketing and Magazines l
The Advertising Barrage
Home Hearth and Housekeeping
The American Bride and Mother
The Quest for Beauty and Health
Teach Them Young
adver Advertising Age Adweek American women appliances Aunt Jemima baby beauty became began Betty Friedan brand bride Calvin Klein chores Christine Frederick cigarette cleaning clothing color Company cooking copy corset cosmetic cream created decades Despite dishwashing dress early electric F/gure featured female feminine Feminine Mystique Figure fragrance grocery hair Harper's Bazaar hemlines Home Journal Homemaker household Housekeeping housewife icons illustration images included industry iron Ivory Ivory Soap Jell-O Ladies laundry Listerine logo look Lynds magazines makers male manufacturers masculine mass market mass media men's underwear Middletown Middletown study models mothers nineteenth century packaged percent popular programs promoted radio readers ready-to-wear Redbook refrigerator retailers role sell sexual significant skin skirts soap social society stove style sumers swimwear targeting women television theme tion tobacco trademark twentieth century versions Victorian washing wedding woman women consumers World wrote young