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lecturehandouts4 - ADVERTISING THE BACKLASH AND THE BEAUTY...

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ADVERTISING, THE BACKLASH AND THE BEAUTY MYTH Susan Faludi Backlash: The Undeclared War Against American Women Naomi Wolf The Beauty Myth: How Images of Beauty Are Used Against Women Nancy Friday My Secret Garden Women on Top 1. The overwhelming conclusion of content research is that advertising presents the typical woman in the home, while her labor-force role is underrepresented. She is shown as a housewife and mother dependent upon male authority for her decisions. She is shown as desperately in need of product benefits to satisfy and serve her husband and family, and it is from this service that she draws her self-esteem. In addition, she has a pressing need for personal adornment to help her attract and hold a man. ( Courtney and Whipple ) 2. The 1970s women's movement made its most substantial progress on the twin fronts of employment and fertility -- forging historic and record numbers of equal employment and anti-discrimination policies,
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