Food is love : food advertising and gender roles in modern America Katherine J. Parkin

Format:

Book

Author/Creator:

Parkin, Katherine J.

Language:

English

Subjects (All):

Sex role in advertising--United States--History.

Sex role in advertising.

Advertising--Food--United States--History.

Advertising.

Women consumers--United States--History.

Women consumers.

Women in advertising--United States--History.

Women in advertising.

Men in advertising--United States--History.

Men in advertising.

Physical Description:

296 pages : illustrations ; 24 cm.

Place of Publication:

Philadelphia : University of Pennsylvania Press, 2006.

Summary:

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. 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.

Contents:

Advertisers and their paradigm: women as consumers

Love, fear, and freedom: selling traditional gender roles

Women's power to make us: cooking up a family's identity

Authority and entitlement: men in food advertising

Health, beauty, and sexuality: a woman's responsibility

A mother's love: children and food advertising.

Notes:

Includes bibliographical references and index.

Local Notes:

HSP Historic Culinary Arts Collection

ISBN:

0812239296

9780812239294

0812219929

9780812219920

OCLC:

62889180

Publisher Number:

9780812219920

9780812239294