Ad Women

Today, most advertising, media, retail, and fashion professionals are women. From the chic agencies of Los Angeles to the world's summit of fashion and merchandising, Madison Avenue, women hold key marketing and advertising positions and shape the basic promotional appeal of almost every consumer product in America. Thousands of products that impact our lives and our mass-consumer culture are conceived, finessed, and marketed by ad women, who are able to infuse the desires of the buying public with the needs of modern life.

Acknowledgments	p. 9
Introduction: Women, the Body and Soul of Advertising	p. 11
Customers Become Consumers: The Evolution of Marketing, Advertising, and American Consumer Culture	p. 25
The Entering Wedge: The Woman's Viewpoint and Advertising	p. 47
It Takes a Woman to Sell a Woman: Designing Mrs. Consumer	p. 84
The Business of Femininity: Selling Mrs. Consumer	p. 118
The Depression and War Years: Retail, Radio, and Yellow Writing	p. 157
The Fabulous Fifties: Redesigning Mr. and Mrs. Consumer	p. 198
The Fabulous Fifties: Selling Mr. and Mrs. Consumer	p. 235
The Second Wave of Ad Women: The Forces of Feminism	p. 273
The Womanists: Alternative Visions in the Twentieth Century	p. 312
The Third Wave of Ad Women	p. 346
Epilogue. Ad Women on Top	p. 383
Index	p. 393
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