Housework and Housewives in American Advertising Married to the Mop

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  • Edition: Reprint
  • Format: Paperback
  • Copyright: 2013-08-28
  • Publisher: Palgrave Macmillan

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Housework and Housewives in American Advertising traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Cultural historian Jessamyn Neuhaus reveals advertising to be our most significant public discourse about housework, analyzing print ads, TV commercials, ad agency documents and trade journals, and other sources to demonstrate how the housewife figure framed household labor as exclusively feminine care for the family. Paying particular attention to the transitional decades of the 1970s and 1980s, Neuhaus shows that even when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable 'housewife moms' of today.

Author Biography

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.

Table of Contents

1. The Laundry Room
2. The Bathroom
3. The Kitchen
4. The Living Room

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