Page numbers in italics refer to figures.
Adams, Frederick Upham, 194, 259n7
Adorno, Theodor, 256n24
advertising: of cosmetics (see cosmetics); creating demand, need for, 32; democracy and, 88; ethics of, 101; by Jean for Batten Barton Durstine and Osborn (see Batten Barton Durstine and Osborn [BBDO]); Jean’s belief in, 4; Jean’s disenchantment with, 7; Jean’s success in, reasons behind, 51–52; magical thinking in, 46–47; the makeover, magic of, 45–46; masculine and feminine branches of, ideological division between, 40; New Deal and, 106; postwar perspective, embrace of, 111–15; public image crafted by agencies, 39–40; public relations men in politics, 165–69, 174; public service, 117–18; rampant sexism in, 7; research for (see advertising/market research; opinion polling); soaps (see soaps); as a social good, 9–10, 40–41, 46, 62, 127, 129; on television (see television); “the woman’s point of view,” seeking out, 39; World War II, impact of (see World War II). See also marketing
Advertising Council, 117–18. See also War Advertising Council
Advertising Federation of America (AFA), 123
advertising industry, history of: advertising as progressive force, Frank Presbery on, 46; collaboration with government information campaigns during and after WWII, 107–10, 117–18; industry resistance to federal regulation, 105–6; involvement with presidential campaigns, 162–66; patent medicine appeals and Christian conversion culture in early advertising practice, 50; patent medicine companies as first national advertisers, 46–49; rise of print media and spread of advertising, 48; trade card and almanacs as early advertising vehicles, 48–49; traveling medicine shows, 47–48 (see also patent medicine)
advertising/market research: by adwomen, 147–48; heterogeneity in vs. homogenization of opinion polls, 93–95; on housewives, 151–52, 229; housewives’ fear of baking cakes, 132; ideological bias of public polling and, 95–99; “inspirational” messages higher rated than wartime messages, 111–12; “penetration” studies, 163; postwar research for Oneida, 119–20; psychology-based research, 174–75, 191–92; social scientific studies, use of, 99–101; “think up” technique/brainstorming sessions, 186–88. See also opinion polling
advertising strategy: corporate benevolence and the “human touch,” 126; “heart-tug,” playing on domestic sentiments and, 6, 130, 134; “homogenized,” use of the term, 92–93; “love and kisses” copy, 140–41; “other-direction,” use of, 99–101; peer acceptance, 91–92; “personality selling,” television and, 137–38, 160; scare copy, 58–59; target audiences, recognition of population heterogeneity and, 94–95
adwomen: as “abnormal” specimens of female sex, 147; as ethnographic researchers, 148; gender irrelevant to good ad writing, 146; Jean’s gender performativity as, 144–47, 150–51, 154–55; as representing “the woman’s point of view,” 39; using sex for professional advancement, 1–2
Albig, William, 98
Allen, Gracie, 137–38
Ameche, Don, 196
American Association of Public Opinion Research, 87
American Woman’s Home, or, Principles of Domestic Science, The; Being a Guide to the Formation and Maintenance of Economical, Healthful, and Christian Homes (Beecher and Stowe), 29–31
Anthony, Susan B., 212
anticommunism, 155–57, 169–74, 181–82, 203
Anti-Defamation League, 226
Arden, Elizabeth, 246n46
Arendt, Hannah, 206
Arévalo, José, 201–2
Arnstrong Cork: BBDO, Jean’s work with, 42; Jean’s acceptance of a job at, 2, 25; Jean’s career trajectory as a woman at, 37–38; Jean’s duties at, 27–28; linoleum, advertisement for, 28
articles by Jean Wade Rindlaub: “All the Rest of Your Natural Life” (Wedge), 125–26, 130; “Days of Decision” (Wedge), 116; “Excerpts from Letters to the Hamilton Watch Company About Christmas Advertisement” (typed manuscript), 112; “How are your Personal Public Relations?” (Forecast for Home Economists), 188; “How to Keep a Husband Happy” (New York Woman), 148; ideas for, 205–6; “I Know Things About Your Husband” (New York Woman), 148; “Main Street . . . And How to Find Your Way Back” (advertising trade journal), 83; “Marry the Man!,” 144; “My Brother Has an Account in his Pocket” (Wedge), 154–55, 157; “No Man Knows the Origin of the Marketplace” (edited for the Saturday Evening Post), 96–97; on racial discrimination in housing (NCW’s monthly bulletin), 209; “So You Want to Be Thin!” (New York Woman), 61; “Stay at Home Wives Need a Spanking!,” 149; “The New Togetherness” (Christian Herald), 158, 185; “The Story of Susy” (Wedge), 45–46; “To Girls on the Way Up” (proposed), 145; “War vs. Non-War: A Study in Consumer Attitudes” (BBDO report), 111; “What One Woman Can DO about POVERTY” (NCW’s monthly bulletin), 220–21; “What One Woman Can Do!” series, racism addressed in (NCW’s monthly bulletin), 222–24; “Wife—or Parasite?” (unpublished), 149; “You Can Help Change the Climate for Women” (Radcliffe College’s alumnae bulletin), 216–18; “You’ve Got to Watch Out for Advertising!” (Wedge), 60, 62
Astor, Mary, 91
Baker, Lorenzo Dow, 193
Baldwin, James, 5
Bara, Theda, 63
Barcalo Corporation, 185–86
Barry, Walter, 133–34
Barton, Bruce: “Advertising: Its Contribution to the American Way of Life,” 127; Coolidge, political advertisement of, 254–55n4; Eisenhower, advice to, 162–63; free market, Christian righteousness, and the sociable Jesus, belief in, 126–30, 179–80, 184, 186; General Electric, advertising of, 126; General Motors, advertising of, 126, 138; on Jean as asset to the firm, 125; The Man Nobody Knows, 127, 179–80; nonpartisan nature of party politics, reading the, 255n6; pre-Eisenhower political advisory activity, 161–62
Basinger, Jeanine, 72, 244–45n25
Batten, Samuel Zane, 237n25
Batten Barton Durstine and Osborn (BBDO): Armstrong Linoleum, advertisement for, 28; Barcalo Corporation, Jean’s advertising of, 185–86; brainstorm sessions at, 186–87; Campbell’s Soup, Jean’s advertising of, 159; Continental Can Company, Jean’s advertising of, 107; Eat-Mor Cranberries, Jean’s advertising of, 107–8; Eisenhower as presidential candidate, Jean’s work for, 166–68, 173; Eisenhower as presidential candidate, selling of, 160–63; “extra dimension” service messages in client advertising, Jean’s input on, 223; General Mills, Jean’s advertising of, 128–30; General Mills/Betty Crocker, Jean’s advertising of, 92, 130, 132–41, 135–36, 160, 175; Hamilton watches as a client of, 112; in-house opinion panels founded by Jean, 88–89, 89, 100, 119; Jean hired by, 42; Jean’s promotion at, 123; Jean’s retirement from, 208, 212; Lady Esther All-Purpose Face Cream, Jean’s advertising of, 59–60; Oneida Limited, Jean’s advertising of, 89–92, 95, 104, 113–15, 114, 119–23, 121–22, 142; Oneida Limited, Jean’s “Season’s Greeting” messages for, 102; Richard Hudnut company, Jean’s advertising of, 63, 65, 74–76, 77, 80–82; Silver Dust Soap, Jean’s advertising of, 56–57; Squib toothpaste, Jean’s advertising of, 58; Teaberry gum, Jean’s advertising of, 183–84; United Fruit Company, Jean’s advertising of, 191–93, 199, 200–201, 205; United Fruit’s “Chiquita Banana,” creation of, 197–200, 207; value of “the woman in advertising,” ad explaining, 39; Wedge, Jean’s articles in (see articles by Jean Wade Rindlaub); Wildroot Liquid Cream Shampoo, Jean’s advertising of, 58–59, 101–2. See also Barton, Bruce; Brower, Charlie; Duffy, Ben; Osborn, Alex
Baxter, Richard, 13
Bayard, Madame, 52, 54, 242n20
BBDO. See Batten Barton Durstine and Osborn
Beard, Mary, 214
Beecher, Catharine, 29–31, 151
Bellah, Robert N., 247n15
Berle, Milton, 163
Bernays, Edward, 191–93, 195, 202–3, 206
Blanton, Smiley, 183
B.O. (body odor), 59–60
Bob Crosby Show, The, 135, 138
Boorstin, Daniel, 256n24
Boston Fruit Company, 193
Bow, Clara, 63
Brower, Charlie, 41, 133, 146, 200
Browning, Robert, 189
Buckley, Kerry W., 254–55n4
Buckley, William F., 226
Burns, George, 137–38
business, big. See corporate capitalism
Butterick Chiquita Banana Halloween costume, 200
Byrd, Robert, 215
Calkins, Elmo, 19–20
Campbell’s Soup, 159
Carnegie, Andrew, 22
Carnegie, Dale, 70–71, 180, 182
Carnegie, Hattie, 90
Carroll, Madeleine, 76
Caruso, Enrico, 195
Castillo Armas, Carlos Enrique, 204–5
Cattell, J. McKeen, 177–78
Chandler, Alfred D., Jr., 238n44
Charters, W. W., 176
Chicago Tribune, 106
Christian Case against Poverty, The (Clark), 222
Christianity: anticommunism and the rapprochement between church and state, 169–74; folk magic and, 51; influence on midcentury “self-help” culture, 176–82; Jean’s use in Betty Crocker ads, 175; Second Great Awakening, 49–50; Social Gospel and prosperity gospel, tension between, 26, 171–72
Christianity and capitalism: as an article of faith in Jean’s childhood household, 14–17; Barton’s promotion of, 127–30, 179–80; “business sermonettes,” 127; civil religion of consensus, moral base of, 92; economic bootstrap narrative, 14–17, 22–23; “Gospel power” and business profit, connection between, 23–24; interdependence of, 4–6, 12–14, 19; Jean’s belief in, 4–5, 12, 129–30; Peale and the American prosperity gospel, 181–83; profit and faith, two narratives about, 26; Protestant work ethic and, 12–13 (see also prosperity gospel; Social Gospel)
Church Women United, 212
CIA (Central Intelligence Agency), 204–5
Citizens for Eisenhower/Citizens for Eisenhower-Nixon Committee, 160, 162, 164, 173
Civil Rights Act of 1964, 215–16
Clark, Henry, 222
Clark, Marguerite, 189
Clayton Antitrust Act, 21
Cohen, Lizabeth, 249n16, 250n40
Colby, Anita, 139–40
Cold War and Christianity: Dulles, John Foster and “alien faiths,” 172; Eisenhower’s Christmas broadcasts, 169–70, 172; “In God We Trust,” congressional ratification, 173; One Nation Under God (Kruse), 171, 256–57n39; Peale, Norman Vincent and faith as a weapon, 181; Truman doctrine and American “faith,” 172
Cold War and gender: Jean’s use of Cold War tropes in Wedge, 154–56; New Deal and “effeminacy,” 171; Schlesinger, Arthur and communist infiltration, 156–57
Continental Can Company, 107
Coolidge, Calvin, 161, 195, 254–55n4
corporate capitalism: antitrust legislation and, 21; history of American business colleges and, 21–22; “merger movement,” 36; origins of, 9–12, 17–21; Patten, Simon as early theorist of, 17–18, 93; Progressive Era accommodation of, 18–20; as “progressive” or “socialized” form of capitalism, 17–18; resistance to the New Deal, 86, 105–6, 171–72; as a “service” institution, 40, 129–30; shift from proprietary-competitive capitalism, 237n24; support for, 18–20; “the merger movement,” 36; theology of self-realization and, 186–88
cosmetics: beauty “type” advertisements for, 73–74; cinema, tropes borrowed from, 71, 73 (see also Hollywood); cleansing and “skin improving” products, 53–54; eye color and, 75–76; face paint, ban on, 52–53, 63; fan magazines, advertised in, 65; home medicine as a subcategory of, 52; magical thinking in advertising of, 46–47; marketing of, 64; Max Factor (see Factor, Max); patent medicines (see patent medicines); popularity of beginning in the 1920s, 63–64; racial skin color and, 78–82; Richard Hudnut company, 63, 65, 74–76, 77, 80–82; self-realization and the selling of (see self-realization); soaps (see soaps); water cure mantra and, 54
Creel, George, 88
Crèvecoeur, John Hector Saint John de, 51, 84
Croly, Herbert, 19
Crossley, Archibald, 95, 247n9
Crowell, Grace Noll, 102
Cuddihy, John Murray, 170, 247n15
cult of domesticity: Beecher sisters (The American Woman’s Home) and, 29–31; challenge posed by women social and consumer activists to, 34–35; challenge posed by working women to, 36–37; “community housekeeping” and, 31, 34–35; Frederick, Christine (The New Housekeeping) and, 32–34; housewife’s duty as consumer in Betty Crocker campaigns, 139–41; housewife’s primary political role as private consumers, 32–34; Jean’s belief in housewife’s duty as consumer, 40–41; Jean’s work promoting Betty Crocker as housewife’s “partner,” 132–35; postwar popularity of the stay-at-home wife, 118–19; training of women in domestic science, 30–31; Victorian “angel in the house,” 29–31; white-collar women and the “service ideal,” 40–41; working women during WWII and, 108–11
Cuordileone, K. A., 254n37
Curtis, Susan, 237n26
Danger on the Right, The (Anti-Defamation League), 226
Davis, Bette, 91
Dawkins, Reverend Maurice, 220
de Beauvoir, Simone, 143
Debs, Eugene V., 8
de Havilland, Olivia, 66
Dewey, Thomas E., 161–62
Dollbeare, Benjamin, 50
domestication of the state, 31
Donne, John, 184
Dootson, Kirsty Sinclair, 246n46
Dow, Lorenzo, 50
Draper, Betty (Mad Men), 6
Ducas, Dorothy, 108–9
Duffy, Ben, 41, 133, 163, 166, 200
Dulles, Allen, 204
Duna, Steffi, 76–78
Duncan Hines, 131
Eastward Ho!, 17–18
Eat-Mor Cranberries, 107–8
Economic Opportunity Act of 1964, 218
efficiency, belief in, 20
Eisenhower, Dwight: Christian faith and, 169–70, 172–74; Guatemalan coup, support for, 204–5; likeability of, 160–61; presidential campaign of, 162–68; use of television while president, 168–69, 174
ERA (Equal Rights Amendment), 209
Essig, Laurie, 252n42
Factor, Max: Beauty Calibrator, 78–79; beauty “type,” makeup matched to, 73–74; Hollywood movie stars, monopoly on, 63–65; “Hollywood Powder Puff War,” 80, 246n46; Technicolor Hollywood, winning out in, 80; Valentino, transformation of, 80
Farrell, Glenda, 76
Farrington, Elizabeth, 211
Feasly, Milton, 57
Federal Food, Drug and Cosmetic Act of 1938, 101
Federal Trade Commission, 21
female office workers: angelic influence as legitimizing, 36–37; class bias and stereotypes applied to, 37; clerical work open to, 10–11; expansion of demand for, 36; ideological puzzle of, 36–37; Jean’s preferences regarding, 38. See also working women
Feminine Mystique, The (Friedan), 208, 214
feminism/feminists: breaking advertising’s glass ceiling, accounts of, 7; Jean’s criticism of, 145–46, 150; Jean’s reversal of position on women’s rights in the workplace, 217–18; lady advertisers unsympathetic during the ’60s and ’70s, 1–2; second-wave, 2, 208, 214. See also gender; women political activists
Folliard, Edward, 160–61
Foner, Eric, 236n10
Food Stamp Act of 1964, 218
Ford, Henry, 8
Francis of Assisi, Saint, 184
Frederick, Christine, 32–34, 119
Frederick, George, 32
free-market capitalism: Ad Council’s campaign promoting “A People’s Capitalism,” 117–18; assumptions about freedom/democracy and, 96; Barton’s support for, 127; Christianity and (see Christianity and capitalism); evolution of, 5; faith in shattered by the market crash of 1929, 86; Jean’s belief in, 4–7, 40–41, 62, 153–55, 230; Jean’s loss of faith in, 230–31; mass media and, 97–99; New Deal and, 105–6; popularity of in America, 5–7, 86, 93; postwar enthusiasm for, 116–17; profit system, Jean’s support for, 128, 130; rebranding as “free enterprise,” 105
Gable, Clark, 72
Gale, Samuel C., 131
Gallup, George, 86–88, 95–99, 165–66
gendered stereotypes: Jean’s embrace of, 4–5; loosening of, 158–59; postwar boost for, 119; use of, 2; of women as housewives, 30–31; of women as office workers, 37–38
gender/gender stereotypes: Jean’s deployment in marketing campaigns, 6, 119–21, 134–36, 154–59; Jean’s embrace of traditional gender roles, 4–5, 41–42, 123–24, 137–41, 148–49; Jean’s expertise at code switching, 144–45, 153–55; Jean’s identification with men, 148–49; neutrality in the workplace, Jean’s support for, 38–39, 145–46; “proper” roles and “normal” sex, deviant behavior and, 142–44. See also Cold War and gender; sex
General Electric, 126
General Foods, 96
General Mills: Betty Crocker, 92, 130–41, 135–36, 160, 175; softening the “big business” image of, 128–30
George Burns and Gracie Allen Show, The, 137
GI Bill, 119
Gilbert, James, 254n42
Good Neighbor policy, 194–95, 201
Gordon, Kathryn K., 152–53
Gordon, Richard E., 152–53
Graebner, William, 246n4
Grant, Madison, 81
Guarneri, Carl J., 236n13
Guatemala: CIA-backed coup in, 203–5; establishment of United Fruit Company in, 192–93; political turmoil and violence following the coup, 205; revolution of 1944 and revolutionary politics following, 201–2; United Fruit as largest employer and landholder in, 194; United Fruit’s counterattack, 202–4. See also United Fruit Company
Haber, Samuel, 237n28
Hamilton watches, 112
Hamlin, John, 48
Haney, Albert, 204
Harrington, Michael, 220
Harvard Business School, 106
Hawley, Adelaide, 131, 136–37, 142
Hearst Sunday papers, 96
Herberg, Will, 247n15
Herzog, Jonathan P., 257n44
Hofstadter, Richard J., 238n33
Hollywood: “Hollywood Powder Puff War,” 80, 246n46; Max Factor monopoly on movie-star endorsements for makeup, 63–65, 76; OCIAA’s Motion Picture division and Carmen Miranda in, 196–97; race and white supremacy in, 78–82; “star factory” and types of star, 71–73; Technicolor, makeup and, 78, 80
Hollywood fan magazines: advertising in, 65; editorial content in, 68–69; “makeover” story, star profiles as, 65–68
Holm, Eleanor, 183
home medicine, 52
homogenization, 92–93
Honey, Maureen, 249n16
Horkheimer, Max, 256n24
housewives: as “chief minister” of the Christian home, 29–30; contradictory opinions held by, 151; evolution of role of, 30; global anxieties kept at bay by baking a cake, 140–41; Jean’s advice for, 144; Jean’s interviews of, 151–52; Jean’s screed against shirking, 149; “partnership” with General Mills, 128–29; professionalization of: domestic science, training in, 30–31; professionalization of: purchasing power in the market, 32–34, 40; as source of market research, 229; unhappy, Jean’s message for, 153–54; working outside the home, 158
How to Win Friends and Influence People (Carnegie), 70–71
Hudnut, Richard, 81
Hunt, Howard, 205
Husted, Marjorie, 131
hydrotherapy, 53–54
Illouz, Eva, 252n42
immigrants, racial classification of, 247–48n23
industrial psychology, 176–79
inequality, belief that it is in God’s hands, 13
Ingersoll, Blanche, 131
Ingram, Rex, 80
Jenkins, Virginia Scott, 259–60n13
Jesus: Barton’s biography of, 127, 179–80; Horatio Alger–style biographies of, 23
John Birch Society, 227
Johnson, Lyndon B., 218–19
Kallet, Arthur, 100
Kalmus, Natalie, 76–77
Keith, Minor, 193–94
Kelly, Jeanette, 131
Kennan, George, 156
Kennedy, John F., 213
Keynes, John Maynard, 116
King, Martin Luther, Jr., 220, 224–25
Kirk, Russell, 212
Kirshner, Marguerite (in advertisement), 109–10
Kolko, Gabriel, 237n24, 238n33
Kruse, Kevin M., 171, 256–57n39
Kudner, 162
Ladies’ Home Journal: Back Home for Keeps campaign in, 113; Betty Crocker advertised in, 134, 138; increase in cosmetics ads in, 244n3; “Keep Them Easy on the Eyes!,” 108; Mead’s article, discussion of sex in, 143; Oneida advertisements in, 90, 95; “Orders for the Girls at Home,” informal poll of active GIs, 110; soap advertisements in, 54; wartime ad for Kotex, 109; wartime ad for Woodbury soap, 109–10
Lambert, Gerard B., 57
Landon, Alf, 161
“Lavender Scare,” 157
Lawrence, Joseph, 57
Lazarsfeld, Paul, 98
Lehmann, Chris, 242n15
Leigh, Vivien, 183
Lever Brothers, 96
Link, Henry C., 176–77, 179–81
Lippmann, Walter, 19
Lister, Joseph, 57
Listerine, 57–58
Literary Digest, presidential straw poll by, 86–87
Lonely Crowd, The (Riesman), 99–101
Long, Russell, 222
Maas, Jane, 1–2
MacKenzie, Len, 198
Magazine Bureau, 108–9
magical thinking: in advertising, 46–47; anticommunist faith as, 173; in the Christian conversion experience, 50–51; folk magic, 51; free-market thinking and, 5–6; self-transformation through soaps and cosmetics, 65
Mailer, Norman, 171
makeover, the, 45–46
Man Nobody Knows, The (Barton), 127, 179–80
Marden, Oliver Swett, 23–24, 69–71, 182
marketing: of cosmetics, 64; to women, Jean’s focus on, 27–29. See also advertising
market research. See advertising/market research; opinion polling
mass media: journalistic/corporate rather than scientific priorities in, 97–99; wartime effort, place in, 108–10
Masterful Personality, The (Marden), 69–70
May, Elaine Tyler, 249n16
McGraw, Richard, 141
Mead, Margaret, 100, 142–45, 158, 253n7
Menninger, Karl, 184
Middle American Information Bureau, 195
Milgrim, Sally, 90
Miller, William E., 115
Miller, William Lee, 162, 165–66, 174, 255n8, 256n33
Miranda, Carmen, 196–97
Monroe Doctrine, 194
Montagu, M. F. Ashley, 141
Montgomery, Garth, 198
Montgomery, Robert, 168–69
Moore, R. Laurence, 242n11
Morrow, Corienne Robinson, 225
Moss, Otis, Jr., 229
municipal water and sewage systems, building of, 243n23
National Consumers League, 34
National Council of Negro Women (NCNW), 222
National Council of Women (NCW): founding of, 212–13; Jean’s acceptance of position as vice president of, 209; Jean’s volunteer work for, 212, 219; National Council of Negro Women (NCNW), partnership with, 222
National Federation of Republican Women, 211
National Labor Relations Act of 1935, 178
National Nutrition Program, 107
NCW. See National Council of Women
Nelson, Kim E., 35
New Democracy, The (Weyl), 19
New Housekeeping, The: Efficiency Studies in Home Management (Frederick), 32–34
Nickerson, Michelle M., 211, 261n7
Nixon, Richard, 225
nuclear family, appeals in BBDO advertising: in Betty Crocker ads, 137–41; in Eisenhower presidential campaign copy, 166–68; in Jean’s Wedge and industry articles, 152–55, 158–59, 185; in postwar Oneida ad strategy, 119–23
Office of Price Administration, 107
Office of War Information (OWI), 108, 116–17
Olson, Peggy (Mad Men), 1–2, 6–7
Oneida Limited Community Plate silverware: Back Home for Keeps campaign, 113–15, 114, 142, 229; Community is Correct campaign, origin of, 90–92; customer research for, 89–90, 95; Jean’s postwar research for, 119–20; “Let’s Make It for Keeps!” campaign, 120–23, 121–22; wartime adjustment of the advertising for, 104
Operation Success, 204–5, 260n29
opinion polling: American exceptionalism and, 87–88; the “average American” and, 84–86; history of, 84–87; ideological commitment to corporate mindset, 95–99; Jean’s in-house opinion polling for BBDO, 89–92; Jean’s market research for Oneida, 88–92; Jean’s public persona as “average American,” 101–3; Jean’s use of “Main Street” trope in advertising, 83–84; racial bias/suppression of heterogeneity in national polls, 93–94. See also advertising/market research
Orry-Kelly (Orry George Kelly), 90–91
Orwell, George, 139
Overstreet, Bonaro, 176
Overstreet, Harry Allen, 176, 180
OWI. See Office of War Information
Parrish, Maxwell, 90
Partridge, R. G. “Pat,” 146, 198, 200
patent medicines: Christian conversion narratives and, 49–50; medical knowledge
patent medicines (cont.)
and, 47; medicine men as showmen, 47–48; print advertising for, 48–49
Patterson, Richard, 203
Peale, Norman Vincent, 5–6, 181–84, 187
Pennsylvania Business and Shorthand College: brochure for, 11; curriculum of, 21; founding of, 10, 36; Jean at, 11, 25; promotional material for, 21–24, 69, 182
Phillips, Barbara, 46
Phillips, Coles, 90
Phillips-Fein, Kim, 256–57n39
Plat, Sir Hugh, 52
politics: the “commodified” modern election cycle, 255n6; Dewey campaign, 161–62; Eisenhower campaign, 162–68; faith injected into President Eisenhower’s, 172–74; gendered divide in, 210; Guatemala, intervention in (see Guatemala; United Fruit Company); of President Eisenhower, 168–70; promotion of consumer choice and, 130; promotion of democracy, 88; public relations men in, 165–69; the radical right, danger posed by, 226; religio-psychology, conservative positions and, 180–81. See also women political activists
Poor People’s March, 220
poverty and economic justice: Jean’s shifting position regarding, 218–22
Power of Positive Thinking, The (Peale), 182–83
Presbery, Frank, 46
Presidential Commission on the Status of Women, 213–14
Preston, Andrew, 193
Progressive movement, women pushing the, 31, 35
prosperity gospel: Barton, Bruce and, 179–80; Carnegie, Dale and, 70; fad for Jesus biographies and, 23–24; Jean’s childhood and, 51–52; Marden, Oliver Swett and, 22–23, 69–71; Peale, Norman Vincent The Power of Positive Thinking, 180–82; self-help literature and, 69–71; Wade, Robert Mifflin and, 15–17. See also Christianity and capitalism
Psychological Corporation, 177–78
psychology: advertising and, 174–75, 191–92; faith and, 179; industrial (see industrial psychology)
Rabb, Maxwell, 168
race: absence of in Gallup polls, 98; homogenization in polling and, 93–95; immigrants and, 247–48n23; Jean’s postretirement activism regarding, 222–27; white, free-born, property-owning male as “typical” American, 84; white supremacy promoted by the cosmetic industry, 78–82
Rauschenbush, Walter, 18
Reeves, Rosser, 163–65
Reid, James, 76
Repplier, T. S., 118
republicanism: “free labor,” 14; vision of America, 17
Republican National Committee (RNC): BBDO hired to work on Dewey campaign, 161–62; BBDO hired to work on Eisenhower campaign, 160–62
Republican Party: Eisenhower (see Eisenhower, Dwight); Goldwater and the shift in, 208–9, 212
Reumann, Miriam G., 253n2
Reynolds, Cecil, 68
Richard Hudnut company, 63, 65, 74–76, 77, 80–82
Riesman, David, 99–101
Rindlaub, Anne, 43, 61–62, 102–3, 217–18
Rindlaub, Jean Wade (née Helen Jean Wade): “Advertising Woman of the Year,” 123–24; appearance of, 2–3, 61; articles by (see articles by Jean Wade Rindlaub); background: life and career of, 2, 8, 11–12, 25–26, 51, 219 (see also Wade, Robert Mifflin); Bible discussion group led by, 170–71; children of, 42–44, 61–62, 102–3; Christmas cards by, 102–3; family life, “average American” image and, 101–3; interviews, described in, 123–24; marry, rush to, 3–4, 41–42, 61; personal finance ledgers of, 25–26, 41, 219; photo, giving a speech, 190; photos, wedding, 42, 43–44; political conversion of, apparent, 209; portrait of, 3; postretirement volunteer work, 212; poverty and economic justice, conversion in position on, 218–22; prosperity gospel, belief in, 184–86; racism in America, confronting, 222–27; the radical right, concerns about, 226; sentimental cult of domesticity promoted by, 207; service, concept of, 229–30; speeches by (see speeches by Jean Wade Rindlaub); as a “two-job” woman, 149–50, 213; universalize the personal as default setting for, 206; women’s workplace rights, conversion in position on, 214–18
Rindlaub, Willard, 41–42, 43–44
Rockefeller, John D., 17
Rockefeller, Nelson, 195
Rockefeller Foundation, 85
Rockwell, Norman, 126
Rogers, Daniel, 236n20
Romero, Cesar, 72
Roosevelt, Eleanor, 213
Roosevelt, Franklin D., 86, 104–5, 171, 173, 194–96
Roosevelt, Theodore, 8, 21, 194
Roper, Elmo, 87, 95, 98, 247n9
Sandberg, Sheryl, 2
Saturday Evening Post, 96–97
Schlafly, Phyllis, 209–10
Schlesinger, Arthur, 117, 156–57
Schlink, F. J., 100
Second Great Awakening, 49–50
self-help: manuals, 69–71; “motivation” and, 176; Osborn’s version of, 186–88; Peale’s version of, 182–83, 187
self-realization: Hollywood fan magazines and (see Hollywood fan magazines); self-help manuals and, 69–71
Sellers, Charles, 236n13
sentimentality: free-market faith, joined with Jean’s, 185; magical thinking and, 6; as the mark of dishonesty, 5; political violence, as facilitator of, 206–7; as Victorian counterweight to the moral misdeeds of market society, 151
settlement house movement, 31
sex: Communists as sexual deviants, 156–57; deviant behavior and “proper” gender roles, 142–44 (see also gender); deviants as national security risk, 155–57; use of, 1–2
sexism: in the advertising industry, 1, 7. See also female office workers; gender/gender stereotypes
Sheen, Fulton J. (auxiliary bishop of New York; bishop of Rochester), 163
Sherman Antitrust Act of 1890, 21
“Shoes for Korea,” 206
Shute, Nevil, 139
Sklar, Martin J., 237n24
Smith, Joseph, Jr., 51
soaps: beautiful hair from, 55; existential transformation from, 55–56; fan magazines, advertised in, 65; Lady Esther All-Purpose Face Cream, 59–60; Lux Toilet Soap, 57; market for between 1890 and 1920, 54; as a metaphor for advertising, 62; Silver Dust Soap, 56–57; “skin improving,” 53–56; Wildroot Liquid Cream Shampoo, 58–59; Woodbury, 109–10
social “engineering,” 85
Social Gospel: alliance with corporate “service” ideal, 129–30; ambivalence toward capitalism, 18–19; Brownson, Orestes as precursor to, 13, 18; critique of capitalism, 13–14; New Deal, FDR’s use of Social Gospel themes, 170. See also Christianity and capitalism
Social Science Research Council, 97
speeches by Jean Wade Rindlaub: acceptance speech at the Advertising Woman of the Year ceremony, 124; on “a little bit of love” in advertisements (Dupont), 121–22; to the Barcalo Corporation, 185–86; on belief in advertising (a women’s advertising club), 4; cautionary advice to professional women (Advertising Department at Dupont), 39–40; fan letters from customers referred to in (Oneida executives), 115; on Golden Texts (of the Bible) and the Golden Rule (women of her Christ Church congregation), 219–20; growth theme in, 188–89; her weight and daughter, references to in, 61–62; homogenization as the focus of notes for a speech (Betty Crocker executives), 92–93; “Is There Any Room for Women in the Executive Suite” (at Westover School), 216; “Life Behind the Petticoat Curtain” (to women’s professional groups), 145–46; to New Jersey homemakers, 159; parable of American faith used in, 172–73; postretirement speech to young advertisers, 228–31; on the “problem” of poverty (chapter of Church Women United), 221; on public taste-making (to fellow advertisers), 12; Riesman’s concept of “other-direction” (United Fruit Cookbook conference), 99–100; “The Status of Women—and YOU” (to women at Teaneck Presbyterian Church), 214–15; at United Fruit Company’s Food Forum conferences, 174–75, 191–92, 200, 205; to Wildroot Shampoo executives, 150–51; “YOUR CUSTOMER, 1946” (Oneida executives), 89–90, 119–20
Spinner, Francis Elias, 36
Split-Level Trap, The (Gordon and Gordon), 152–53
Srole, Carole, 240n23
State Department, US: Guatemala, action regarding, 203–4; Office of the Coordinator of Inter-American Affairs (OCIAA), 195
Stole, Inger L., 248–49n3
Stowe, Harriet Beecher, 29–31, 151
suburbia, life in, 152–53
Sulzberger, Arthur Hays, 202–3
Sussman, Warren I., 246n6
Sussmann, Leila, 98
Taft, Robert A., 106
Taft, William Howard, 21
Talmadge, T. Dewitt, 23
Taranton, Alan, 165
Teaberry gum, 183–84
Ted Bates Company, 162–64. See also Reeves, Rosser
television: American political campaigns changed by, 161; Betty Crocker on, 131, 135–38, 160; Eisenhower campaign on, 162–67; “personality selling” on, 137–38, 160; President Eisenhower on, 168–69, 174; spot ads, 164–65
Temporary National Economic Committee (TNEC), 105–6
Tierney, Patricia, 1–4
Tocqueville, Alexis de, 84
Trachtenberg, Alan, 239n45
trade cards, 49
Truman, Harry, 117, 162, 172–73
Truman Doctrine, 172
Trump, Donald, 210
United Fruit Company: business established in Guatemala, 192–93; “civilizing force,” as self-styled, 194–95; counterattack in Guatemala, 202–4; Food Forum conference hosted by, 191–92; Jean asked to represent the common woman on panel, 146–47; marketing of the banana, 197–201, 205, 207; origins and growth of, 193–94; outreach effort to postcoup Guatemala, proposal of, 206; reputation of, Bernays’s effort to shape the, 195–96; revolutionary politics in, concern about, 201–2; vision of the relationship between the US and Central America, 197
U.S. Steel, 125
Valentino, Rudolph, 80–81
Vogue, 90
Vonnell, Carl, 68
Wade, Helen Jean. See Rindlaub, Jean Wade
Wade, Robert Mifflin: business school, founding of, 10, 36 (see also Pennsylvania Business and Shorthand College); corporate clerical work, turn to, 8, 10; early working life of, 8–10; economic bootstrap narrative of American capitalism and Christianity, belief in, 15–17, 23, 26, 222; portrait of, 9; self-help wisdom parlayed by, 51
Wade, William, 10
Wagner Act, 105
Walker, Alexander, 52–53
Wall, Wendy L., 246n5, 250nn34–35
War Advertising Council, 107, 117. See also Advertising Council
War Manpower Commission, 108–9
Washburn-Crosby Flour, 131
Washington, George, 13
Watson, John Fanning, 50
Webber, George, 230
Weber, Max, 12–13
Weinstein, James, 238n33
Wells Lawrence, Mary, 1–2
Westbrook, Robert B., 250n25, 255n6
Weyl, Walter, 19
Whyte, William, 100
Wildroot Shampoo, 101–2, 150–51
Willard, Frances, 212
Williams, Harrison, 224
Williams, Walter, 173
Wincklemann, Joachim, 79
Wizard Oil Company, 48
Women in the War on Poverty, Second Annual Conference of, 220, 225
women political activists, 34–35; child labor amendment, defeat of, 211; conservative shift in Republican politics and, 208–9, 212; “Janus-faced” legacy of, 209–10; Lyndon B. Johnson on, 219; maternalist state, resistance to, 210–11; mobilization for Eisenhower by housewives and mothers, 211; poverty and economic justice, Jean’s conversion on, 218–22; racism, Jean’s activism on, 222–27; structural nature of poverty and the need for a social/political response, 210; women’s workplace rights, Jean’s conversion on, 214–18. See also feminism/feminists; National Council of Women (NCW)
working women: demographic shifts in the postwar era, 213; Jean’s advice for, 38–39, 145–46, 149–50; Jean’s “pep talks” to, 188; Jean’s praise for “two-job” women, 149–50, 213; mobilization and demobilization for World War II, 108–11; as office workers (see female office workers); Presidential Commission on the Status of Women, 213–14; social work as a way to move into the public sphere, 31; training in domestic science, 30–31; women’s rights in the workplace, Jean’s conversion on, 216–18. See also adwomen; gender/gender stereotypes
World War II: advertising and, 107–8; advertising’s shift to postwar focus, 111–15; consumer goods and, 104; Magazine Bureau work, 108–9; women and, 108–11
Young and Rubicam, 96