Introduction: Women, the body and soul of advertising
Customers become consumers : the evolution of marketing, advertising, and American consumer culture
The entering wedge : the women's viewpoint and advertising
It takes a woman to sell a woman : designing Mrs. Consumer
The business of femininity : selling Mrs. Consumer
The Depression and war years : retail, radio, and yellow writing
The fabulous fifties : redesigning Mr. and Mrs. Consumer
The fabulous fifties : selling Mr. and Mrs. Consumer
The second wave of ad women : the forces of feminism
The womanists : alternative visions in the twentieth century
The third wave of ad women
Epilogue: Ad women on top.