Housework and Housewives in American Advertising

Author(s): 
Neuhaus, Jessamyn
ISBN: 
9781137347237
Date published: 
August 2013
Paperback
Price: 
£18.50

From mop-wielding turn-of-the-century housewives to modern soccer moms, American advertising from the late 1800s to today has been consistently depicted housework as women's work. This book analyzes print and TV ads, ad agency documents, and trade journals to show how the housewife framed household work as exclusively feminine care for the family.