Advertising to the American Woman

by Hill, Daniel Delis

• ISBN13: 9780814208908
• ISBN10: 0814208908
• Format: Hardcover
• Copyright: 2002-04-01
• Publisher: Ohio State Univ Pr

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