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A Cultural History of Advertising
A peek at the past, present and future implications of our consumer culture
Curated by k3hamilton
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3 Ad Agencies Try to Rebrand Feminism. Did Any of Them Get It Right?

3 Ad Agencies Try to Rebrand Feminism. Did Any of Them Get It Right? | A Cultural History of Advertising | Scoop.it
Does feminism need rebranding? Elle U.K. thinks so, and invited three British ad agencies—Brave, Mother and Wieden + Kennedy—to work on it with three feminist groups. The results, published in November's issue, are posted below.
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The Modern Woman:The.Lost.Sex.1947 Marynia Farnham

The Modern Woman:The.Lost.Sex.1947 Marynia Farnham | A Cultural History of Advertising | Scoop.it

"It is becoming unquestionably more and more common for the woman to attempt to combine both home and child care and an outside activity, which is either work or career. Increasing numbers train for professional careers. When these two spheres are combined it is inevitable that one or the other will become of secondary concern and, this being the case, it is certain that the home will take that position. This is true, if only for the practical reason that no one can find and hold remunerative employment where the job itself doesn't take precedence over all other concerns. All sorts of agencies and instrumentalities have therefore been established to make possible the playing of this dual role. These are all in the direction of substitutes for the attention of the mother in the home and they vary from ordinary, untrained domestic service through the more highly trained grades of such service, to the public and private agencies now designed for the care, supervision and emotional untanglement of the children. The day nursery and its more elegant counterpart, the nursery school, are outstanding as the major agencies which make it possible for women to relinquish the care of children still in their infancy.....

Work that entices women out of their homes and provides them with prestige only at the price of feminine relinquishment...

 

( I wonder if Dr Marynia Farnham missed it that she was a working woman?)

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