| Book Review | The American Historical Review, 112.2

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| Book Review | The American Historical Review, 112.2 | The History Cooperative

Book Review

Canada and the United States

Katherine J. Parkin. Food Is Love: Food Advertising and Gender Roles in Modern America. Philadelphia: University of Pennsylvania Press. 2006. Pp. 296. $47.50.

This book is a delectable history of food advertising since the late nineteenth century. After analyzing 3,000 ads in 150 issues of the Ladies Home Journal, and ads in other magazines, Katherine J. Parkin concludes that the advertising industry primarily marketed food to women, using six major themes. The first theme was that food was an expression of love, particularly love that women could give their families. Second, advertisers tapped into women's insecurities about their changing social roles by identifying manufactured food with greater independence and freedom. The ads showed that despite this freedom women, were still concerned with feeding their families. Third, ads associated food and women with social issues such as Americanization, patriotism, and economic mobility. Fourth, ads depicted men as authoritarian and women as trained to please the male soul through food. The fifth theme in food ads was that women protected family health through wise purchases of manufactured food. And, last, ads incorporated themes of sexuality and beauty to make food appealing to women. These themes provide the foundations for the book's chapters.

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