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Palgrave Macmillan

Globalizing Ideal Beauty

Women, Advertising, and the Power of Marketing

  • Book
  • © 2009

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Authors:
  1. Denise H. Sutton
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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xii
    Download chapter PDF

  2. Introduction

    • Denise H. Sutton
    Pages 1-13

  3. From Suffrage to Soap

    • Denise H. Sutton
    Pages 15-43

  4. “Good Looks Supremacy”

    • Denise H. Sutton
    Pages 45-65

  5. Selling Prestige and Whiteness

    • Denise H. Sutton
    Pages 67-97

  6. Selling Sex and Science

    • Denise H. Sutton
    Pages 99-121

  7. J. Walter Thompson’s International Expansion and the Ideology of Civilization

    • Denise H. Sutton
    Pages 123-147

  8. J. Walter Thompson’s International Advertisements

    • Denise H. Sutton
    Pages 149-169

  9. Back Matter

    Pages 171-210
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Keywords

About this book

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. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

Reviews

"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-sett

ing 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.

About the author

DENISE H. SUTTON has worked in higher education in New York City, USA, as a professor and administrator and at the Harlem Children's Zone as Director of Communications.

Bibliographic Information

  • Book Title: Globalizing Ideal Beauty

  • Book Subtitle: Women, Advertising, and the Power of Marketing

  • Authors: Denise H. Sutton

  • DOI: https://doi.org/10.1057/9780230100435

  • Publisher: Palgrave Macmillan New York

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Denise H. Sutton 2009

  • Hardcover ISBN: 978-0-230-61174-0Published: 13 October 2009

  • Softcover ISBN: 978-1-137-02100-7Published: 07 August 2012

  • eBook ISBN: 978-0-230-10043-5Published: 14 September 2009

  • Edition Number: 1

  • Number of Pages: XII, 210

  • Number of Illustrations: 9 b/w illustrations

  • Topics: Marketing, Industries, Economic History

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