Housework and Housewives in Modern American Advertising
ISBN: 9780230337978
Platform/Publisher: SpringerLink / Palgrave Macmillan US
Digital rights: Users: unlimited; Printing: unlimited; Download: unlimited
Subjects: Palgrave History Collection;

An analysis of how since the end of te 19th-century advertising agencies and their housework product clients utilized a remarkably consistent depiction of housewives and housework, illustrating that that although Second Wave feminism successfully called into question the housewife stereotype, homemaking has remained an American feminine ideal.

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.

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