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