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- Title
RIGHT AT HOME: FREEDOM AND DOMESTICITY IN THE LANGUAGE AND IMAGERY OF BEER ADVERTISING 1933-1960.
- Authors
Corzine, Nathan Michael
- Abstract
The article examines imagery used in beer advertising, specifically how advertising was aimed at American women after Prohibition, a federal law that made it illegal to sell and consume alcohol, was repealed in 1933. The author argues that many beer advertisements reflected debates about the proper role of women, the importance of domesticity, and the aspirations of a modern American consumer culture. The author explains that these advertisements' message was that beer was safe for women to use in everyday domestic life. How brewers promoted alcohol consumption as a fundamentally American right is explored.
- Subjects
UNITED States; BEER advertising; WOMEN in advertising; MARKETING of alcoholic beverage drinking; HOUSEWIVES as consumers; CONSUMPTION (Economics); HISTORY
- Publication
Journal of Social History, 2010, Vol 43, Issue 4, p843
- ISSN
0022-4529
- Publication type
Article
- DOI
10.1353/jsh.0.0335