{"title":"Juliann Sivulka","description":null,"products":[{"product_id":"soap-sex-and-cigarettes-book-juliann-sivulka-9780534515935","title":"Soap, Sex, and Cigarettes","description":"This book is an examination of how American advertising both mirrors society and creates it.  From the first newspaper advertisement in colonial times to the latest Web sites for advertising agencies, Soap, Sex and Cigarettes explores how advertising grew in America, how products and brands were produced and promoted, and how advertisements and agencies reflect and introduce cultural trends and issues.  The threads of art, industry, culture, and technology unify the work.  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From the first newspaper advertisement in colonial times to today's online viral advertising, the text explores how advertising grew in America, how products and brands were produced and promoted, and how advertisements and agencies reflect and introduce cultural trends and issues. The threads of art, industry, culture, and technology unify the work. 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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. Anyone who has followed the rise of Mad Men's Peggy Olson from secretary to copywriter will be interested in the story of her real-life counterparts.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.Sivulka follows three key periods in the history of American advertising, which represent eras of major social change for women (1880-1920, the 1920s, and the 1970s). 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But by the end of World War I a revolution in standards of personal hygiene had taken place. Soap was not only more widely used but was suddenly viewed as a powerful symbol of purification, civilization, and progress. What caused this radical shift in attitudes?  In this fascinating cultural history, Juliann Sivulka shows that the transformation of soap from luxury product to everday staple and symbol of success was the result of both the newly emerging advertising industry and large-scale societal changes brought on by the modernization of daily life. The new emphasis on soap translated into more elaborate cleanliness rituals, creating in turn specialized places devoted to care of the body, more complex domestic interiors, and eventually new customers for an emerging consumer society.  Making use of a large body of primary research material, Sivulka's study reveals that cleanliness came to symbolize a morally superior and civilized individual. Keeping clean, according to advertisements, was not only a healthy habit, it also ensured romance, material abundance, and acceptance into the successful white middle class. Advertisements also reflected women's changing roles as agents of cleanliness, as well as creators of mass cultural images that reinforced narrow stereotypes of both men's and women's role in society, which feminists later protested. The African American consumer culture and personal cleanliness rituals emerged in a pattern similar to their white counterparts but were informed by politics of appearance.  This profusely illustrated study is full of insights about the development of the consumer culture that we all take for granted. 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