{"product_id":"food-is-love-advertising-and-gender-roles-in-modern-america-paperback-softback-9780812219920","title":"Food Is Love; Advertising and Gender Roles in Modern America (Paperback \/ softback) 9780812219920","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eFood Is Love\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eAdvertising and Gender Roles in Modern America\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eKatherine J. Parkin (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780812219920\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 17 January 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e304 pages, 25 illus.\u003cbr\u003e22.9 x 15.2 x 2 cm, 0.432 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"Parkin delivers an engaging look at how food advertisements from the twentieth and twenty-first centuries have both helped define and played up to the stereotypical gender roles prevalent in American culture. . . . An enlightening study of gender roles in advertising.\" (\u003ci\u003eLibrary Journal\u003c\/i\u003e) \"A singularly revealing insight into this consumptive and surprisingly constant dimension of the American female and cultural psyche.\" (\u003ci\u003e-Midwest Book Review\u003c\/i\u003e) \"\u003ci\u003eFood Is Love\u003c\/i\u003e is well-written, comprehensive, and compelling, and makes a significant contribution to the literature on advertising history and women's studies.\" (Jennifer Scanlon, Bowdoin College) \"The engagingly titled \u003ci\u003eFood Is Love\u003c\/i\u003e is also an engaging read. Its comprehensiveness, its clear organization, and the authority it commands through its evidence make this book a valuable resource for scholars, and it should be widely adopted in classes in advertising history, women's history, and American cultural history.\" (\u003ci\u003eJournal of American History\u003c\/i\u003e)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eModern 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.\u003cbr\u003e Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why, \u003ci\u003eFood Is Love\u003c\/i\u003e draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the \u003ci\u003eLadies' Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post\u003c\/i\u003e. 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction\u003cbr\u003e 1. Advertisers and Their Paradigm: Women as Consumers\u003cbr\u003e 2. Love, Fear, and Freedom: Selling Traditional Gender Roles\u003cbr\u003e 3. Women's Power to Make Us: Cooking Up a Family's Identity\u003cbr\u003e 4. Authority and Entitlement: Men in Food Advertising\u003cbr\u003e 5. Health, Beauty, and Sexuality: A Woman's Responsibility\u003cbr\u003e 6. A Mother's Love: Children and Food Advertising\u003cbr\u003e Epilogue\u003cbr\u003e Periodical and Archival Sources and Abbreviations\u003cbr\u003e Notes\u003cbr\u003e Index\u003cbr\u003e Acknowledgments\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"University of Pennsylvania Press","offers":[{"title":"Brand New","offer_id":52555686707480,"sku":"9780812219920","price":24.37,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/food-is-love-advertising-and-gender-roles-in-modern-america-paperback-softback-9780812219920","provider":"Freshly Printed Books","version":"1.0","type":"link"}