In this lively critical analysis, Diane Barthel reveals the previously overlooked and underestimated depth of cultural meaning behind contemporary American advertising. Focusing mainly on ads for beauty products directed at women, she demonstrates how stereotypical gender identities are emphasized and how advertising itself creates a gendered relationship with the consumer. She explores psychological, sociological, and cultural messages in advertising to show how Putting on Appearances is anything but a purely personal matter, and how the social realities in which we are forced to live are conditioned by the personal appearances we choose to create.

Most advertisements are not sexually obvious, but rely instead on sexual story-telling in which seduction, deception, and passion are portrayed as acceptable means for achieving selfhood. Advertisements that proclaim, "Now is the time to paint your knees" speak with one form of authority: those that present the voice of the all-knowing scientist or the nurturing mother rely on others. Celebrities figure as professional beauties and wise older sisters, sharing their secrets with the consumer. "The Gentle Treatment Great Model Search Made Me a Star. Now it’s your turn."

Inseparable from the clothes we wear and the products we use are our ideas and fantasies about our bodies. Beauty products present beauty rituals as transcendent occasions, and diet products call up religious imagery of guilt and salvation. The body itself is to be anxiously manipulated and systematically worked over until the consumer "turns her body into...an advertisement for herself, a complicated sign to be read and admired."

When philosopher Bernard Rollin was six years old, he visited an animal shelter and was told about unwanted dogs being put to sleep. The event shaped his moral outlook and initiated his concern for how animals were treated. In his irreverent memoir, Putting the Horse before Descartes, Rollin provides an account of how he came to educate himself and others about the ethical treatment of animals and work toward improvements in animal welfare.

Rollin describes, in witty, often disarming detail, how he became an outspoken critic of how animals were being treated in veterinary and medical schools as well as in research labs. Putting the Horse before Descartes showcases the passionate animal advocate at his best. He recalls teaching veterinary students about ethical issues. He also recalls face-offs with ranchers and cowboys about branding methods and roping competitions in rodeos. In addition, he describes his work to legally mandate more humane conditions for agricultural and laboratory animals. As public concern about animal welfare and the safety of the food supply heighten, Rollin carries on this work all over the world—in classrooms, lecture halls and legislatures, meetings of agricultural associations and industrial settings, as well as in print.

Putting the Horse before Descartes, ultimately, is more than a memoir. Rollin offers a wide-ranging discussion of ethical issues in many settings and he testifies to the myriad ways that people of good conscience accept their ethical responsibility in regard to animals.