9780814208908

Advertising to the American Woman

by
  • ISBN13:

    9780814208908

  • ISBN10:

    0814208908

  • Format: Hardcover
  • Copyright: 2002-04-01
  • Publisher: Ohio State Univ Pr
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Author Biography

Daniel Delis Hill is Senior eCommerce Marketing Manager with Clarke American, Inc. He was Sales Promotion Manager for Modern Woman and Director of Creative Services with Wentworth Media.

Table of Contents

Preface vii
Marketing and Magazines
1(19)
Product Branding and the Substitution Battle
3(4)
Marketing Strategies and the Target Customer
7(5)
Magazine Advertising
12(6)
Conclusion: Reaching the Primary Target
18(2)
The Advertising Barrage
20(18)
Newspaper, Direct Mail, and Collateral Print Media
21(6)
Broadcasting the Message on Radio
27(3)
Delivering the Message on Television
30(6)
Targeting Women in Cyberspace
36(1)
Conclusion: Getting the Message Out
37(1)
Home, Health, and Housekeeping
38(31)
New Appliances in the Kitchen
39(6)
Doing the Laundry
45(4)
Easing the Labour of Other Chores
49(5)
The Queen of Inventions
54(2)
Food Preparation and Consumerism
56(5)
Housecleaning Consumables
61(6)
Conclusion: All the Better to Cook, Clean, and Care for the Home
67(2)
The American Bride and Mother
69(23)
Marketing the Image of the Bride
70(7)
Marketing the Image of Mother and Child
77(13)
Conclusion: Marketing Images and Messages for Brides and Mothers
90(2)
The Quest for Beauty and Health
92(42)
Marketing Beauty
93(13)
Skin-Deep Beauty
106(10)
The Promise of Health
116(13)
The Finishing Touch: Fragrance
129(3)
Conclusion: Mass Production and the Promise of Beauty and Health
132(2)
Fashion Forward
134(33)
Fashion Trends through World War I
135(3)
The Highs of the Twenties and Lows of the Thirties
138(3)
Austerity Fashions of World War II
141(2)
The ``New Look''
143(3)
The Revolutionary Sixties and Cynical Seventies
146(6)
American Fashion Style since 1980
152(2)
The Bare Essentials: Lingerie and Swimwear
154(9)
The Art of Fashion Advertising
163(3)
Conclusion: The Mass Production and Mass Marketing of Fashion
166(1)
Achieving Independence
167(26)
On the Road to Independence
168(6)
Independent Thinking
174(5)
Marketing Women Athletes and Their Sports
179(3)
True Independence through Employment
182(9)
Conclusion: Marketing to the Independent Woman
191(2)
Teach Them Young
193(19)
The ``Little Homemaker''
195(8)
The ``Little Mother''
203(1)
The ``Little Beauty''
204(6)
Conclusion: Advertising and Gender Socialization
210(2)
Bad Habits, Vices, and Taboos
212(27)
Marketing and the Social Stigma of Bad Habits
213(2)
Advertising Products and Images of Vice
215(6)
Marketing and Social Taboos
221(16)
Conclusion: Reflecting and Overturning Social Values with Advertising
237(2)
Turning the Tables on Men
239(33)
Marketing ``Male Pulchritude''
240(2)
Marketing the Paternal Image
242(6)
Marketing Male Heroes
248(9)
The Male Body as a Sex Object in Advertising
257(11)
Marketing and the Theme of the Emasculated Male
268(2)
Conclusion: The Objectification of Men in Advertising
270(2)
Female lcons, Logos, and Spokeswomen
272(27)
Contemporary Female Icons and Obsolescence
273(3)
Branding the Historical Figure
276(4)
Icons of Little Girls
280(4)
Imaginary Female Characters and Caricatures
284(5)
Spokeswomen and Testimonials
289(7)
Conclusion: Delivering the Message and Imprinting the Image
296(3)
Notes 299(14)
Index 313

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