Description
Book SynopsisReveals the previously overlooked and underestimated depth of cultural meaning behind contemporary American advertising. Focusing mainly on ads for beauty products directed at women, this book demonstrates how stereotypical gender identities are emphasized and how advertising itself creates a gendered relationship with the consumer.
Trade Review"[Barthel] carefully and meticulously traces, through a myriad of pointed examples, how advertising hooks us by manipulating women's low self-esteem and then promising to provide the means of achieving beauty, power, success." --New Directions for Women "I found the impact of Putting on Appearances by Diane Barthel exceptionally powerful. She analyzes the almost painful ways in which women are seduced by advertisements to accept their low self image and the advertiser's solution. One might well conclude from the ads surveyed in this book that the main occupation of women should be achieving the right skin, weight, hair, nails, and especially age. I was struck by how little advertising has changed since Erving Goffman first called it to our attention. Barthel extends the scope of his work and brings it up to date. The moral for feminists to draw is that although there are many miles to go before we sleep. Barthel's work will keep us on our toes." --Jessie Bernard
