LEADER 04536nam 2200733 a 450 001 9910457644903321 005 20200520144314.0 010 $a1-283-21218-8 010 $a9786613212184 010 $a0-8122-0407-7 024 7 $a10.9783/9780812204070 035 $a(CKB)2550000000051264 035 $a(OCoLC)759158229 035 $a(CaPaEBR)ebrary10491980 035 $a(SSID)ssj0000645824 035 $a(PQKBManifestationID)11403278 035 $a(PQKBTitleCode)TC0000645824 035 $a(PQKBWorkID)10682411 035 $a(PQKB)10944093 035 $a(MiAaPQ)EBC3441523 035 $a(MdBmJHUP)muse8378 035 $a(DE-B1597)449334 035 $a(OCoLC)1013937806 035 $a(OCoLC)979578136 035 $a(DE-B1597)9780812204070 035 $a(Au-PeEL)EBL3441523 035 $a(CaPaEBR)ebr10491980 035 $a(CaONFJC)MIL321218 035 $a(OCoLC)842595849 035 $a(EXLCZ)992550000000051264 100 $a20060109d2006 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aFood is love$b[electronic resource] $efood advertising and gender roles in modern America /$fKatherine J. Parkin 210 $aPhiladelphia [Pa.] $cUniversity of Pennsylvania Press$d2006 215 $a1 online resource (305 p.) 300 $aBibliographic Level Mode of Issuance: Monograph 311 $a0-8122-1992-9 320 $aIncludes bibliographical references and index. 327 $t Frontmatter -- $tContents -- $tIntroduction -- $tChapter 1 Advertisers and Their Paradigm: Women as Consumers -- $tChapter 2 Love, Fear, and Freedom: Selling Traditional Gender Roles -- $tChapter 3 Women's Power to Make Us: Cooking Up a Family's Identity -- $tChapter 4 Authority and Entitlement: Men in Food Advertising -- $tChapter 5 Health, Beauty, and Sexuality: A Woman's Responsibility -- $tChapter 6 A Mother's Love: Children and Food Advertising -- $tEpilogue -- $tPeriodical and Archive Sources and Abbreviations -- $tNotes -- $tIndex -- $tAcknowledgments 330 $aModern 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 Love draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the Ladies' 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. 606 $aSex role in advertising$zUnited States$xHistory 606 $aAdvertising$xFood$zUnited States$xHistory 606 $aWomen consumers$zUnited States$xHistory 606 $aWomen in advertising$zUnited States$xHistory 606 $aMen in advertising$zUnited States$xHistory 608 $aElectronic books. 615 0$aSex role in advertising$xHistory. 615 0$aAdvertising$xFood$xHistory. 615 0$aWomen consumers$xHistory. 615 0$aWomen in advertising$xHistory. 615 0$aMen in advertising$xHistory. 676 $a659.19/66400973 700 $aParkin$b Katherine J$01033590 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910457644903321 996 $aFood is love$92452218 997 $aUNINA