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Beyond Mrs consumer: competing femininities in Swedish advertising trade publications, 1900–1939
Stockholm University, Faculty of Social Sciences, Department of Economic History and International Relations.ORCID iD: 0000-0002-4807-600X
2018 (English)In: Scandinavian Economic History Review, ISSN 0358-5522, E-ISSN 1750-2837, Vol. 66, no 2, p. 153-169Article in journal (Refereed) Published
Abstract [en]

This article follows the discussion on female consumers in Swedish advertising journals and handbooks. The aim is to problematise the gendered aspects of Swedish consumer and early advertising history, by studying how the notion of the female consumer intersected with notions of social class, marital status and sexuality. The article also closes in on the persons who were invited to embody the consuming women and what kind of interests they represented. The article concludes that, from the start of the twentieth century, gender and class was prevalent in the advertising literature. The married woman was also from the start seen as the head of the consuming family. Therefore, reaching her through advertising became key for facilitating the relations between producer and consumer. With time, different women's organisations, the weekly press, and new theories of advertising from the US addressing the notion of 'Mrs Consumer' came to influence the Swedish advertising trade press. The result became the favouring of a certain kind of middle class, urban and rational kind of femininity, strongly connected to homemaking and women's roles in purchasing for the family. However, this femininity also paralleled notions of 'the flapper' and the professional woman.

Place, publisher, year, edition, pages
2018. Vol. 66, no 2, p. 153-169
Keywords [en]
Advertising history, consumer culture, gender history
National Category
Economic History
Research subject
Economic History
Identifiers
URN: urn:nbn:se:su:diva-156300DOI: 10.1080/03585522.2018.1467340ISI: 000434456900004OAI: oai:DiVA.org:su-156300DiVA, id: diva2:1204590
Projects
Mad Women: Genus- och sexualitetsperspektiv på reklam och marknadsföring i Sverige 1850–2010
Funder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2011-0496Available from: 2018-05-08 Created: 2018-05-08 Last updated: 2018-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf