Housework and Housewives in Modern American Advertising

Married to the Mop

  • Authors
  • Jessamyn┬áNeuhaus

Table of contents

  1. Front Matter
    Pages i-xii
  2. Jessamyn Neuhaus
    Pages 1-17
  3. Jessamyn Neuhaus
    Pages 19-68
  4. Jessamyn Neuhaus
    Pages 69-105
  5. Jessamyn Neuhaus
    Pages 107-173
  6. Jessamyn Neuhaus
    Pages 175-213
  7. Jessamyn Neuhaus
    Pages 215-225
  8. Back Matter
    Pages 227-273

About this book


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.


advertising America bathroom kitchen living living room

Bibliographic information

  • DOI
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2011
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Palgrave History Collection
  • Print ISBN 978-1-349-29618-7
  • Online ISBN 978-0-230-33797-8
  • Buy this book on publisher's site