VTechWorks staff will be away for the Thanksgiving holiday starting Wednesday afternoon, Nov. 25, through Sunday Nov. 29, and will not be replying to requests during this time. Thank you for your patience.

Show simple item record

dc.contributor.authorZlokas, Rosemary E.en_US
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.publisherVirginia Techen_US
dc.rightsIn Copyrighten
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.description.degreeMaster of Artsen_US
thesis.degree.nameMaster of Artsen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_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

Files in this item


This item appears in the following Collection(s)

Show simple item record