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dc.contributor.authorZlokas, Rosemary E.en_US
dc.date.accessioned2016-12-09T07:01:06Z
dc.date.available2016-12-09T07:01:06Z
dc.date.issued2015-06-17en_US
dc.identifier.othervt_gsexam:5662en_US
dc.identifier.urihttp://hdl.handle.net/10919/73602
dc.description.abstractMy thesis looks at prescriptive beauty messages generated during 1940-1950 by using a case study of Margaret Morrison Carnegie College. I look at formal prescriptive beauty messages (advertisements, beauty manuals) and informal beauty messages (college yearbooks, newspapers, and beauty queen campaigns) to see what types of messages were created and why. I situate changes in these messages in a timeline of national culture, as it existed before, during, and after World War II. I then compare these messages by looking at which prescriptions were adapted by MMCC women as a group. I argue that these young women adopted an adapted version of the two prescriptions by following the advice given on a national level but also shaping their appearances based on what was occurring on campus. I infer that one set of prescriptions cannot exist in a vacuum; there will be a set of overarching goals to strive for, as well as a set based on standards within her immediate environment. The digital component to this project is available at www.consumingbeauty.com.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectKeywords: Beauty Culture; Consumer Culture; Higher Education; College Women; Gender; Campus Culture; Beauty Queensen_US
dc.titleConsuming Beauty: The Impact of Prescriptive Beauty Literature on College Women, 1940-1950en_US
dc.typeThesisen_US
dc.contributor.departmentHistoryen_US
dc.description.degreeMaster of Artsen_US
thesis.degree.nameMaster of Artsen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineHistoryen_US
dc.contributor.committeechairJones, Kathleen W.en_US
dc.contributor.committeememberCline, David P.en_US
dc.contributor.committeememberMollin, Marian B.en_US
dc.contributor.committeememberWinling, LaDale C.en_US


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