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Stronger than dirt : a cultural history of advertising personal hygiene in America, 1875-1940 / Juliann Sivulka.
Lippincott Library HF6161.S62 S58 2001
By Request
- Format:
- Book
- Author/Creator:
- Sivulka, Juliann.
- Language:
- English
- Subjects (All):
- Advertising--Soap--United States--History.
- Advertising.
- Advertising--Social aspects--United States.
- Advertising--Social aspects.
- Advertising--Soap.
- History.
- United States.
- Physical Description:
- 369 pages : illustrations ; 23 cm
- Place of Publication:
- Amherst, N.Y. : Humanity Books, 2001.
- Contents:
- 1. A Culture of Cleanliness 13
- Soap as an Artifact of Culture 16
- Definitions: Myths, Icons, Stereotypes, Heroes, Rituals, and Formula 19
- 2. Cleanliness, Not Always a Virtue 25
- One Thousand Years without a Bath 28
- New Gentility in the New World 32
- Nineteenth-Century America 36
- The Commercial Soap Trade 45
- 3. Rise of the Mass Market, 1875 to 1900 59
- The New Culture of Consumption 60
- From Domestic to Municipal Housekeeper 64
- From Outhouse to In-House 66
- Soap Trade and the Era of the National Market 71
- Advertising and Mass Production 75
- The First National Advertisers 84
- Brightening the "Dark Corners of the Earth" 98
- 4. Soap, Sex, and Science, 1900 to 1920 107
- The Great Unwashed 109
- The Modern Bathroom 115
- The Soap Trade and Mass Selling 120
- Advertising and the New Science of Psychology 134
- Three Campaigns in the Making 138
- Soap Goes to War 157
- 5. Shrines of Cleanliness, 1920 to 1940 161
- The Liberation of the Bathroom 164
- The Importance of Knowing the Customer 173
- Three Formulas in the Making, 1920s 183
- Advertising Gets Entertaining, 1930s 201
- 6. Soap, Sex, and Society, 1920 to 1940 213
- Women Compose the Selling Prose 214
- Beauty Types 220
- The Cleanliness Institute, 1927 to 1932 229
- Soap Operas and Soap 247
- 7. White Soap and Black Consumer Culture 251
- African Americans and Personal Care Enterprise 253
- The Politics of Appearance 255
- Beauty Types, Stereotypes, and Countertypes 271
- The White Trade in Black Beauty 284
- Sexualizing the Sell 288
- Advertising and the Consumer Culture 292
- New Shrines of Cleanliness 299.
- Notes:
- Includes bibliographical references (pages 343-355) and index.
- ISBN:
- 1573929522
- OCLC:
- 46785266
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