Housework and Housewives in American Advertising

Discover the intricate relationship between advertising and the portrayal of housework in "Housework and Housewives in American Advertising" by J. Neuhaus. Published by Palgrave Macmillan in 2013, this insightful paperback spans 273 pages and delves into the evolution of how advertising agencies have consistently depicted housewives and housework since the late 19th century. Neuhaus meticulously examines the tension between the challenges posed by Second Wave feminism and the enduring ideal of homemaking as an American feminine standard. This book is essential for anyone interested in the intersection of gender, culture, and consumerism, offering a compelling analysis that reveals the complexities of societal expectations surrounding women and domestic life. Perfect for scholars, students, and anyone curious about the lasting impact of advertising on gender roles, this work invites readers to reflect on the portrayal of women in media and its implications in contemporary society.