Globalizing Ideal Beauty: Women, Advertising, and the Power of Marketing

Overview

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. This timely work explores how working women had – and continue to have – major influence in business around the world. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

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Overview

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. This timely work explores how working women had – and continue to have – major influence in business around the world. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

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Editorial Reviews

From the Publisher
"Provides a glimpse into the origins of advertising and the key role that women played in creating today's global standard of feminine beauty . . .A useful volume for marketing as well as women's studies collections . . .Recommended." - Choice
 
"An empirically rich and beautifully written study of the complex and often contradictory roles that women and gender played in the history of American advertising. This should be essential reading for all those interested in understanding in what ways gender, class and race matter to the projection of American commercial culture at home and abroad." - Mona Domosh, Dartmouth College
 
"This absorbing book contributes to a growing body of sophisticated work about 20th century advertising. Sutton's study follows a group of avant-garde female copy writers, the J. Walter Thompson Women's Editorial Department, focusing particularly on the interwar years. Sutton shows how these class-conscious, professional, modern, feminist style-setting copywriters created 20th century cosmetics advertising in JWT's imperialist, hyper-masculine corporate culture." - Tani E. Barlow, Ting Tsung and Wei Fong Chao Professor of Asian Studies, History Department, Rice University.
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Product Details

  • ISBN-13: 9781137021007
  • Publisher: Palgrave Macmillan
  • Publication date: 7/3/2012
  • Edition description: Reissue
  • Pages: 222
  • Product dimensions: 5.40 (w) x 8.40 (h) x 0.70 (d)

Meet the Author

Denise H. Sutton has a Ph.D. in Women’s Studies from Clark University. She developed and taught courses on advertising and gender at the New School University, New York City, and has written for Lingua Franca and Iris: A Jourbanal About Women. Denise has also worked in communications, creating education, economic development, and public health campaigns for a nonprofit in Harlem.

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