Housework and Housewives in American Advertising

More about the book

The book explores the portrayal of housewives and housework in advertising since the late 19th century, highlighting a persistent image despite the challenges posed by Second Wave feminism. It examines how advertising agencies and their clients have reinforced the housewife stereotype, revealing that homemaking continues to be viewed as an enduring feminine ideal in American culture. The analysis underscores the tension between evolving feminist ideals and traditional representations of women's roles in society.