Advertising to the American woman, 1900-1999

Whether they're students of advertising history or just reminiscing, readers will be entertained by Advertising to the American Woman. This is a lavishly illustrated survey of how the mass production of consumer goods, the development of the advertising industry, and the evolution of women's roles in society inextricably progressed through the twentieth century. The author focuses on the marketing perspective of the topic rather than on the consumer's point of view. Inevitably, a number of cultural themes run throughout the work, illustrating in an innovative way how women's roles in society have shifted during the past hundred years. Among the key issues explored is a peculiar dichotomy of American advertising that served as a conservative reflection of society and yet, at the same time, became an underlying force of progressive social change. For example, this study shows how advertisers of housekeeping products perpetuated the Happy Homemaker stereotype while tobacco and cosmetics marketers dismantled women's stereotypes to create an entirely new type of consumer. This is an ideal book for the student of women and/or advertising and will appeal to a large audience, including those interested in advertising, mass communication, women's studies, American history, and fashion design.

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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

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