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Food Is Love: Advertising and Gender Roles in Modern America

2006 University of Pennsylvania Press ;ISBN: 9780812219920 ;ISBN: 0812219929 ;ISBN: 9780812204070 ;ISBN: 0812204077 ;EISBN: 9780812204070 ;EISBN: 0812204077 ;DOI: 10.9783/9780812204070 ;OCLC: 842595849 ;LCCallNum: HF5827.85.P37 2006

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  • Title:
    Food Is Love: Advertising and Gender Roles in Modern America
  • Author: Parkin, Katherine J
  • Subjects: 20th Century ; Advertising ; Advertising-Food-United States-History ; Food ; HISTORY ; Men in advertising ; Men in advertising-United States-History ; Sex role in advertising ; Sex role in advertising-United States-History ; SOCIAL SCIENCE ; United States ; Women consumers ; Women consumers-United States-History ; Women in advertising ; Women in advertising-United States-History ; Women's Studies
  • Description: Modern advertising has changed dramatically since the early twentieth century, but when it comes to food, Katherine Parkin writes, the message has remained consistent. Advertisers have historically promoted food in distinctly gendered terms, returning repeatedly to themes that associated shopping and cooking with women. Foremost among them was that, regardless of the actual work involved, women should serve food to demonstrate love for their families. In identifying shopping and cooking as an expression of love, ads helped to both establish and reinforce the belief that kitchen work was women's work, even as women's participation in the labor force dramatically increased. Alternately flattering her skills as a homemaker and preying on her insecurities, advertisers suggested that using their products would give a woman irresistible sexual allure, a happy marriage, and healthy children. Ads also promised that by buying and making the right foods, a woman could help her family achieve social status, maintain its racial or ethnic identity, and assimilate into the American mainstream. Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why,Food Is Lovedraws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including theLadies' Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post. The book also cites the records of one of the nation's preeminent advertising firms, as well as the motivational research advertisers utilized to reach their customers.
  • Publisher: Philadelphia: University of Pennsylvania Press, Inc
  • Creation Date: 2011
  • Format: 304
  • Language: English
  • Identifier: ISBN: 9780812219920
    ISBN: 0812219929
    ISBN: 9780812204070
    ISBN: 0812204077
    EISBN: 9780812204070
    EISBN: 0812204077
    DOI: 10.9783/9780812204070
    OCLC: 842595849
    LCCallNum: HF5827.85.P37 2006
  • Source: Ebook Central Academic Complete
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