Choice Review
Hill, an e-commerce marketing professional, has written an informative and entertaining book tracing the evolution of advertising targeted to women over the past century. Filled with pictures of ads and behind-the-scenes stories about advertised products past and present, it provides a wonderful history of marketing in America from a woman's perspective. As noted in a 1915 ad cited in the book, women's purchasing power of the day went far beyond just "groceries and gowns" and extended to automobiles, tires, insurance, building materials, men's clothing, and even men's underwear--much like the purchasing power of women today. Kellogg's Corn Flakes, Maytag Washers, Coca Cola, RCA Victor, General Electric, Pillsbury, Jello, Bon Ami ("Hasn't scratched yet"), and Betty Crocker are just some of the companies described that have successfully targeted women. Showing many different aspects of the woman consumer (as depicted by advertisers over the years), the book includes thematic chapters such as "Home, Hearth, and Housekeeping," "American Bride and Mother," "The Quest for Beauty and Health," "Achieving Independence," "Bad Habits, Vices and Taboo," and "Turning the Tables on Men." Recommended for marketing students, faculty, and practitioners as well as general readers with an interest in advertising. P. G. Kishel Cypress College