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

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

Label
Food is love : food advertising and gender roles in modern America
Title
Food is love
Title remainder
food advertising and gender roles in modern America
Statement of responsibility
Katherine J. Parkin
Creator
Subject
Genre
Language
eng
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
  • "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."--Publisher's website
Cataloging source
DLC
http://library.link/vocab/creatorName
Parkin, Katherine J
Dewey number
659.19/66400973
Illustrations
illustrations
Index
index present
LC call number
HF5827.85
LC item number
.P37 2006
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Sex role in advertising
  • Advertising
  • Women consumers
  • Women in advertising
  • Men in advertising
  • Rôle selon le sexe dans la publicité
  • Aliments
  • Consommatrices
  • Femmes dans la publicité
  • Hommes dans la publicité
  • Reclame
  • Sekseverschillen
  • Advertenties
  • Werbung
  • Lebensmittel
  • Geschlechterrolle
  • Verenigde Staten
  • USA
Label
Food is love : food advertising and gender roles in modern America, Katherine J. Parkin
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages [229]-286) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
62889180
Dimensions
24 cm
Extent
296 pages
Isbn
9780812239294
Lccn
2006042227
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other control number
9780812239294
Other physical details
illustrations
System control number
(OCoLC)62889180
Label
Food is love : food advertising and gender roles in modern America, Katherine J. Parkin
Publication
Bibliography note
Includes bibliographical references (pages [229]-286) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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
Control code
62889180
Dimensions
24 cm
Extent
296 pages
Isbn
9780812239294
Lccn
2006042227
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other control number
9780812239294
Other physical details
illustrations
System control number
(OCoLC)62889180

Library Locations

    • Thomas Jefferson LibraryBorrow it
      1 University Blvd, St. Louis, MO, 63121, US
      38.710138 -90.311107
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