British Academy and Leverhulme Small Research Grant 2021: Cleaning Through Crisis: Political Upheaval and the Advertising of Domestic Hygiene, 1963-2023

  • Dini, Rachele (PI)

    Project Details


    £10,000 to fund a project examining the symbiotic relationship between advertisements for domestic cleaning products and appliances and moments of socio-political crisis in the period 1963-2023, focussing on the influence of the environmental, Second-Wave feminist, and Civil Rights movements, the economic crises of the 1970s, the 1980s AIDS crisis, the 2007-2009 global financial crisis, and Covid-19. The grant will support travel to archives to produce two chapters of a scholarly monograph and a public online exhibition to demonstrate the social significance of post-1960s cleaning product ads and encourage public critique.

    Layman's description

    A two-year British-Academy funded project analysing the influence of socio-political crises on British and US cleaning product ads between the early 1960s and the early 2020s.
    Effective start/end date1/04/221/04/23


    • cleaning products
    • domestic hygiene
    • civil rights
    • gay rights
    • AIDS pandemic
    • Covid-19
    • environmental movement
    • climate change
    • white nationalism
    • second-wave feminism
    • racial capitalism
    • neoliberalism
    • 2007-2009 financial crisis
    • financialisation
    • homelessness
    • gender inequality
    • white supremacy
    • Cold War
    • war on terror
    • cleaning product industry
    • advertising
    • history of advertising
    • waste studies