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This book advances women's history and media studies by demonstrating that since the end of the 19th century, advertising agencies and their housework product clients utilized a remarkably consistent depiction of housewives and housework. It shows that although Second Wave feminism successfully called into question the housewife stereotype in advertising, homemaking has still remained an American feminine ideal, embodied by what author Jessamyn Nehaus terms the "housewife mom." The book offers a historical analysis of print advertising from the late 1800s to today; radio advertising that aired from the 1930s through the 1960s; and - unlike previous scholarship on domesticity - television commercials from the 1950s to the present. The book's organization by "room" - examining in turn the evolution of advertising associated with products used in the laundry room, bathroom, kitchen, nursery, and living room - makes this an especially accessible scholarly work.
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