Titlebook: Housework and Housewives in American Advertising; Married to the Mop Jessamyn Neuhaus Book 2011 Palgrave Macmillan, a division of Nature Am

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Book 2011An 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.

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Introduction,oh …” In one of the most memorable advertising campaigns of recent years, mops, brooms, and feather dusters pine for the women who have abandoned them after purchasing new Swiffer cleaning products like the Swiffer Wet Jet. The commercials end with the tagline “Swiffer gives cleaning a whole new meaning.”