Title: Soft Soap
Product review: Sivulka used to teach at the University of South Carolina. She now teaches at Waseda in Japan. I did not care for this book when I reviewed it for the Journal of American History, (Vol. 89 (March 2003): 1450-1451) since I thought Sivulka had a lot of examples of advertising, but really could not analyze advertising or its broader cultural connotations very well. I was also struck by the absence from the bibliography of Susan Strasser's Satisfaction Guaranteed, which I thought an essential work to this study. Then I read Vincent Vinikas's review in the American Historical Review (Vol. 108 (June 2003): 851-52) and found more reasons not to respect this book. My advice is to read Vinikas'sSoft Soap, Hard Sell: American Hygiene in an Age of Advertisement
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