Understanding ordinary women
Consumer research and the mass-market housewife
in Hard sell
Abstract only
Get Access to Full Text

You are not authenticated to view the full text of this chapter or article.

manchesterhive requires a subscription or purchase to access the full text of books or journals - to see content that you/your institution should have access to, please log in through your library system or with your personal username and password.

If you are authenticated and think you should have access to this title, please contact your librarian.

Non-subscribers can freely search the site, view abstracts/extracts and download selected front and end matter. 

Access Tokens

If you have an access token for this content, you can redeem this via the link below:

Redeem token

This chapter describes the ways in which market research in Britain helped produce understandings of and information about the 'mass housewife' in the 1950s and 1960s. It considers the market research used and generated by J. Walter Thompson (JWT) London, focusing on three key client accounts: Pin-Up home perm, Brillo soap pads and Oxo cubes, together with the agency's non-product-specific research. The chapter shows how JWT sought to understand the ordinary housewife and her consumption habits. It draws sociological arguments about advertising and market research that have conceptualized the commercial practices as technologies or socio-technical devices for 'making-up' the consumer. In particular, the chapter draws the arguments of Nicholas Rose and Peter Miller. The chapter suggests that JWT London used different ways of measuring markets, apprehending the consumer and understanding the use of goods by consumers.

Hard sell

Advertising, affluence and transatlantic relations, c. 1951–69

INFORMATION

TABLE OF CONTENTS
METRICS

Metrics

All Time Past Year Past 30 Days
Abstract Views 54 32 4
Full Text Views 25 8 0
PDF Downloads 22 10 0
RELATED CONTENT