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 ...
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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. 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.
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Add this copy of Food is Love: Advertising and Gender Roles in Modern to cart. $64.81, good condition, Sold by Books From California rated 4.0 out of 5 stars, ships from Simi Valley, CA, UNITED STATES, published 2006 by University of Pennsylvania Press.
Add this copy of Food is Love Advertising and Gender Roles in Modern to cart. $71.95, like new condition, Sold by Story Shop rated 4.0 out of 5 stars, ships from Elwood, IN, UNITED STATES, published 2006 by University of Pennsylvania Press.
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Fine in Near Fine dustjacket. 0812239296. The dustjacket is now protected in a new, removable mylar sleeve.; SIGNED by the author with an inscription.; 8vo 8"-9" tall; 304 pages.
Add this copy of Food is Love: Advertising and Gender Roles in Modern to cart. $121.50, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2006 by University of Pennsylvania Pre.
Add this copy of Food is Love: Advertising and Gender Roles in Modern to cart. $72.00, very good condition, Sold by Conover Books rated 3.0 out of 5 stars, ships from Martinsville, VA, UNITED STATES, published 2006 by University of Pennsylvania Press.
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Very Good in Very Good jacket. 1st Printing. 8vo-over 7¾-9¾" tall. pp. 296. Ex-library with the usual library markings (if not for the library markings this copy would be graded in fine condition); overall a nice used copy! Very scarce and hard-to-find title! Tan cloth with black lettering on the spine. 296 informative and educational pages! Extremely rare and out-of-print FIRST EDITION! "Winner of the 2006 Emily Toth Award of the Popular Culture/American Culture Association. Looking at food ads from the twentieth and twenty-first centuries, describes how advertising plays a role in defining gender roles........."
