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Introduction 1 1. Advertisers and Their Paradigm: Women as Consumers 12 2. Love, Fear, and Freedom: Selling Traditional Gender Roles 30 3. Women's Power to Make Us: Cooking Up a Family's Identity 79 4. Authority and Entitlement: Men in Food Advertising 125 5. Health, Beauty, and Sexuality: A Woman's Responsibility 159 6. A Mother's Love: Children and Food Advertising 193 Epilogue 222