Selling Mrs. Consumer

Selling Mrs. Consumer
Author :
Publisher : University of Georgia Press
Total Pages : 324
Release :
ISBN-10 : 0820324493
ISBN-13 : 9780820324494
Rating : 4/5 (494 Downloads)

Book Synopsis Selling Mrs. Consumer by : Janice Williams Rutherford

Download or read book Selling Mrs. Consumer written by Janice Williams Rutherford and published by University of Georgia Press. This book was released on 2003-01-01 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This first book-length treatment of the life and work of Christine Frederick (1883-1970) reveals an important dilemma that faced educated women of the early twentieth century. Contrary to her professional role as home efficiency expert, advertising consultant, and consumer advocate, Christine Frederick espoused the nineteenth-century ideal of preserving the virtuous home--and a woman's place in it. In an effort to reconcile her desire to succeed in the public sphere of modernization and consumerism with the knowledge that most middle-class Americans still held traditional beliefs about gender roles, Frederick fashioned a career for herself that encouraged other women to remain at home. With the rise of home economics and scientific management, Frederick--college-educated but confined to the drudgery of housework--devised a plan for bringing the public sphere into the domestic. Her home would become her factory. She learned how to standardize tasks by observing labor-saving devices in industry and then applied this knowledge to housework. She standardized dishwashing, for example, by breaking the job into three separate operations: scraping and stacking, washing, and drying and putting away. Determined to train women to become proficient homemakers and efficient managers, Frederick secured a job writing articles for the Ladies' Home Journal. A professional career as home efficiency expert later expanded to include advertising consultant and consumer advocate. Frederick assured male advertisers that she knew women well and promised to help them sell to "Mrs. Consumer." While Frederick sought the power and influence available only to men, she promoted a division of labor by gender and therefore served the fall of the early-twentieth-century wave of feminism. Rutherford's engaging account of Christine Frederick's life reflects a dilemma that continues to affect women today--whether to seek professional gratification or adhere to traditional family values.


Selling Mrs. Consumer Related Books

Selling Mrs. Consumer
Language: en
Pages: 316
Authors: Janice Williams Rutherford
Categories: House & Home
Type: BOOK - Published: 2010-07-01 - Publisher: University of Georgia Press

GET EBOOK

This first book-length treatment of the life and work of Christine Frederick (1883-1970) reveals an important dilemma that faced educated women of the early twe
Selling Mrs. Consumer
Language: en
Pages: 324
Authors: Janice Williams Rutherford
Categories: History
Type: BOOK - Published: 2003-01-01 - Publisher: University of Georgia Press

GET EBOOK

This first book-length treatment of the life and work of Christine Frederick (1883-1970) reveals an important dilemma that faced educated women of the early twe
Selling Mrs. Consumer
Language: en
Pages: 434
Authors: Christine Frederick
Categories: Cost and standard of living
Type: BOOK - Published: 1929 - Publisher:

GET EBOOK

Italian Women's Experiences with American Consumer Culture, 1945–1975
Language: en
Pages: 235
Authors: Jessica L. Harris
Categories: History
Type: BOOK - Published: 2021-07-15 - Publisher: Palgrave Macmillan

GET EBOOK

This book analyzes the spread of American female consumer culture to Italy and its influence on Italian women in the postwar and Cold War periods, eras marked b
Statistics for Marketing and Consumer Research
Language: en
Pages: 433
Authors: Mario Mazzocchi
Categories: Business & Economics
Type: BOOK - Published: 2008-05-22 - Publisher: SAGE

GET EBOOK

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes