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Advertising to the American woman, 1900-1999

Author: Daniel Delis Hill
Publisher: Columbus : Ohio State University Press, ©2002.
Edition/Format:   Book : State or province government publication : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: History
Material Type: Government publication, State or province government publication
Document Type: Book
All Authors / Contributors: Daniel Delis Hill
ISBN: 0814208908 9780814208908
OCLC Number: 48170824
Description: xi, 329 p. : ill. ; 29 cm.
Contents: 1. Marketing and magazines --
Product branding and the substitution battle --
Marketing strategies and the target customer --
Magazine advertising --
Conclusion : reaching the primary target --
2. The advertising barrage --
Newspaper, direct mail, and collateral print media --
Broadcasting the message on radio --
Delivering the message on television --
Targeting women in cyberspace --
Conclusion : getting the message out --
3. Home, hearth, and housekeeping --
New appliances in the kitchen --
Doing the laundry --
Easing the labor of other chores --
The queen of inventions --
Food preparation and consumerism --
Housecleaning consumables --
Conclusion : all the better to cook, clean, and care for the home --
4. The American bride and mother --
Marketing the image of the bride --
Marketing the image of mother and child --
Conclusion : marketing images and messages for brides and mothers --
5. The quest for beauty and health --
Marketing beauty --
Skin-deep beauty --
The promise of health --
The finishing touch : fragrance --
Conclusion : mass production and the promise of beauty and health --
6. Fashion forward --
Fashion trends through World War I --
The highs of the twenties and lows of the thirties --
Austerity fashions of World War II --
The "new look" --
The revolutionary sixties and cynical seventies --
American fashion style since 1980 --
The bare essentials : lingerie and swimwear --
The art of fashion advertising --
Conclusion : the mass production and mass marketing of fashion --
7. Achieving independence --
On the road to independence --
Independent thinking --
Marketing women athletes and their sports --
True independence through employment --
Conclusion : marketing to the independent woman --
8. Teach them young --
The "little homemaker" --
The "little mother" --
The "little beauty" --
Conclusion : advertising and gender socialization --
9. Bad habits, vices, and taboos --
Marketing and the social stigma of bad habits --
Advertising products and images of vice --
Marketing and social taboos --
Conclusion : reflecting and overturning social values with advertising --
10. Turning the tables on men --
Marketing "male pulchritude" --
Marketing the paternal image --
Marketing male heroes --
The male body as a sex object in advertising --
Marketing and the theme of the emasculated male --
Conclusion : the objectification of men in advertising --
11. Female icons, logos, and spokeswomen --
Contemporary female icons and obsolescence --
Branding the historical figure --
Icons of little girls --
Imaginary female characters and caricatures --
Spokeswomen and testimonials --
Conclusion : delivering the message and imprinting the image.
Responsibility: Daniel Delis Hill.
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