LEADER 00000cam a2200577 a 4500 
001    ocn223918663 
005    20110628114307.0 
008    080724s2009    nyua     b    001 0 eng   
010      2008032726 
020    9781591026723|qhardcover 
020    1591026725|qhardcover 
035    (OCoLC)ocn223918663 
035    505624 
040    DLC|beng|cDLC|dLMR|dALAUL|dABC|dOCLCQ 
043    n-us--- 
049    RIDM 
082 00 659.1082/0973|222 
090    HF5813.U6 S54 2009 
100 1  Sivulka, Juliann.|0https://id.loc.gov/authorities/names/
       n96117518 
245 10 Ad women :|bhow they impact what we need, want, and buy /
       |cJuliann Sivulka. 
264  1 Amherst, N.Y. :|bPrometheus Books,|c2009. 
300    415 pages :|billustrations ;|c24 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
504    Includes bibliographical references and index. 
505 0  Introduction: Women, the body and soul of advertising -- 
       Customers become consumers : the evolution of marketing, 
       advertising, and American consumer culture -- The entering
       wedge : the women's viewpoint and advertising -- It takes 
       a woman to sell a woman : designing Mrs. Consumer -- The 
       business of femininity : selling Mrs. Consumer -- The 
       Depression and war years : retail, radio, and yellow 
       writing -- The fabulous fifties : redesigning Mr. and Mrs.
       Consumer -- The fabulous fifties : selling Mr. and Mrs. 
       Consumer -- The second wave of ad women : the forces of 
       feminism -- The womanists : alternative visions in the 
       twentieth century -- The third wave of ad women -- 
       Epilogue: Ad women on top. 
520    Most of the workers in advertising, the media, retail, and
       fashion are women. Holding key marketing and advertising 
       positions, women shape the basic promotional appeal of 
       almost every consumer product in America. How did the 
       advertising business go from a handful of women in a man's
       world to women working in virtually every mass consumer 
       goods industry in America in the space of the twentieth 
       century? Ad Women tells the story of how women have risen 
       to the top of the advertising profession. Juliann Sivulka,
       a former marketing communications manager and now an 
       advertising educator, describes how, at the beginning of 
       the twentieth century, the recognition of women as primary
       consumers resulted in the hiring of more women to promote 
       products aimed at the women's market. At that time 
       manufacturers began to emphasize color, fashion, and style,
       while advertising embraced a new language of persuasion 
       aimed at women consumers. Soon agencies were recruiting an
       ensemble of businesswomen-copywriters, product designers, 
       merchandisers, fashion and beauty experts, home economists,
       editors, and publicists. Through close collaboration with 
       manufacturers, mass media, and retailers, they 
       participated in developing strategies to convince women to
       buy goods and wove their selling messages into women's 
       reading, shopping, housework, and leisure activities. --
       From publisher description. 
650  0 Women in the advertising industry|0https://id.loc.gov/
       authorities/subjects/sh85147608|zUnited States|0https://
       id.loc.gov/authorities/names/n78095330-781|xHistory.
       |0https://id.loc.gov/authorities/subjects/sh99005024 
650  0 Women in marketing|0https://id.loc.gov/authorities/
       subjects/sh85147588|zUnited States|0https://id.loc.gov/
       authorities/names/n78095330-781|xHistory.|0https://
       id.loc.gov/authorities/subjects/sh99005024 
650  0 Businesswomen|zUnited States|0https://id.loc.gov/
       authorities/subjects/sh2001010801|xHistory.|0https://
       id.loc.gov/authorities/subjects/sh99005024 
650  0 Advertising|zUnited States|xHistory.|0https://id.loc.gov/
       authorities/subjects/sh2009113808 
650  0 Women consumers|zUnited States|0https://id.loc.gov/
       authorities/subjects/sh2010118829|xHistory.|0https://
       id.loc.gov/authorities/subjects/sh99005024 
650  0 Social change|zUnited States|0https://id.loc.gov/
       authorities/subjects/sh2008111171|xHistory.|0https://
       id.loc.gov/authorities/subjects/sh99005024 
650  7 Women in the advertising industry.|2fast|0https://
       id.worldcat.org/fast/1178023 
650  7 History.|2fast|0https://id.worldcat.org/fast/958235 
650  7 Women in marketing.|2fast|0https://id.worldcat.org/fast/
       1177918 
650  7 Businesswomen.|2fast|0https://id.worldcat.org/fast/843013 
650  7 Advertising.|2fast|0https://id.worldcat.org/fast/797511 
650  7 Women consumers.|2fast|0https://id.worldcat.org/fast/
       1177530 
650  7 Social change.|2fast|0https://id.worldcat.org/fast/1122310
651  7 United States.|2fast|0https://id.worldcat.org/fast/1204155
776 08 |iOnline version:|aSivulka, Juliann.|tAd women.|dAmherst, 
       N.Y. : Prometheus Books, 2009|w(OCoLC)609206068 
856 41 |3Table of contents only|uhttp://catdir.loc.gov/catdir/toc
       /fy0906/2008032726.html 
901    MARCIVE 20231220 
935    505624 
994    C0|bRID