Contents

Introduction: Odd Adman Out: Who Was Jean Wade Rindlaub?

1 · A Tale of Two Gospels

2 · The Angel in the Marketplace

3 · A Clean Rinse and a Fresh Start: The Magic of Soap

4 · Of Makeovers and Movie Stars

5 · Community Is Correct

6 · Back Home for Keeps

7 · Believe in Betty Crocker

8 · The “New Togetherness,” or How Adwomen Learned to Man Up

9 · The Liking of Ike: Television, Anticommunism, and Magical Thinking

10 · The Power of Positive Thinking

11 · Chiquita Banana and the Politics of Kitsch

12 · A Second Look at the Second Sex

Epilogue: The Service Ideal, Revisited

Acknowledgments