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001 ocn701019983;

003 OCoLC;

005 20141212100832.0;

008 110506s2011 nyua b 001 0 eng ;

010 a| 2011018676;

020 a| 9780230114890 (hardback);

020 a| 023011489X (hardback);

029 1 a| AU@b| 000046981446;

035 a| (Sirsi) a2809968;

035 a| (OCoLC)701019983;

035 a| 99947864977;

042 a| pcc;

043 a| n-us---;

049 a| EREE;

050 00 a| HF5827.85b| .N48 2011;

082 00 a| 659.1088/6409732| 23;

100 1 a| Neuhaus, Jessamyn.=| ^A984158;

245 10 a| Housework and housewives in modern American advertising :b| married to the mop /c| Jessamyn Neuhaus.;

250 a| 1st ed.;

260 a| New York :b| Palgrave Macmillan,c| 2011.;

300 a| xii, 273 pages :b| illustrations ;c| 22 cm;

336 a| text2| rdacontent;

337 a| unmediated2| rdamedia;

338 a| volume2| rdacarrier;

504 a| Includes bibliographical references (p. [227]-263) and index.;

505 0 a| The laundry room -- The bathroom -- The kitchen -- The living room.;

520 a| "This book traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Asserting that advertising is our most significant public discourse about housework, Neuhaus draws on advertising such as print ads and TV commercials, as well as ad agency documents and trade journals, to show 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, the author demonstrates that when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable "housewife moms" that appear in today's advertising"--c| Provided by publisher.;

650 0 a| Sex role in advertisingz| United States.=| ^A145041;

650 0 a| Stereotypes (Social psychology) in advertisingz| United States.=| ^A368566;

650 0 a| Women in advertisingz| United States.=| ^A138050;

650 0 a| Housewives as consumersz| United States.=| ^A1113173;

650 7 a| HISTORY / United States / 20th Century.2| bisacsh;

650 7 a| HISTORY / United States / 19th Century.2| bisacsh;

650 7 a| HISTORY / United States / 21st Century.2| bisacsh;

650 7 a| HISTORY / Social History.2| bisacsh;

650 7 a| SOCIAL SCIENCE / Media Studies.2| bisacsh;

938 a| Baker and Taylorb| BTCPn| BK0009556518;

938 a| YBP Library Servicesb| YANKn| 6822947;

938 a| Blackwell Book Serviceb| BBUSn| 6822947;

938 a| Ingramb| INGRn| 9780230114890;

938 a| Coutts Information Servicesb| COUTn| 17370086;

938 a| Brodartb| BRODn| 13556150c| $85.00;

949 a| HF5827.85 .N48 2011h| Joyner48i| 30372013848871o| jjlm;

910 a| PromptCat;

994 a| 92b| ERE;

596 a| 1;

998 a| 2809968;

999 a| HF5827.85 .N48 2011w| LCc| 1i| 30372013848871d| 9/12/2012e| 6/19/2012f| 7/25/2012g| 1l| JGESm| JOYNERr| Ys| Yt| JGESBKu| 6/18/2012x| BOOKz| JSTACKSo| .STAFF. jjlm;

Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.

Author/creator	Neuhaus, Jessamyn
Format	Book
Edition	1st ed.
Publication Info	New York : Palgrave Macmillan, 2011.
Description	xii, 273 pages : illustrations ; 22 cm
Subjects	Sex role in advertising--United States. Stereotypes (Social psychology) in advertising--United States. Women in advertising--United States. Housewives as consumers--United States.

Contents	The laundry room -- The bathroom -- The kitchen -- The living room.
Abstract	"This book traces the surprisingly persistent depiction of housework as women's work in advertising from the late 1800s to today. Asserting that advertising is our most significant public discourse about housework, Neuhaus draws on advertising such as print ads and TV commercials, as well as ad agency documents and trade journals, to show 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, the author demonstrates that when overtly stereotypical images of housewives became unmarketable, advertising continued to gender housework with the more racially diverse and socially acceptable "housewife moms" that appear in today's advertising"-- Provided by publisher.
Bibliography note	Includes bibliographical references (p. [227]-263) and index.
LCCN	2011018676
ISBN	9780230114890 (hardback)
ISBN	023011489X (hardback)

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Library	Location	Call Number	Status	Item Actions
Joyner	General Stacks	HF5827.85 .N48 2011	✔ Available	Place Hold

Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.

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