Housework and Housewives in American Advertising

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The book explores the portrayal of housewives and housework in advertising since the late 19th century, highlighting the persistent idealization of homemaking despite challenges from Second Wave feminism. It examines how advertising agencies and their clients have consistently depicted these themes, revealing the enduring nature of the housewife stereotype in American culture. The analysis underscores the tension between evolving feminist ideals and the continued celebration of homemaking as a feminine aspiration.