My 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. / Master of Arts
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/73602 |
| Date | 17 June 2015 |
| Creators | Zlokas, Rosemary E. |
| Contributors | History, Jones, Kathleen W., Cline, David P., Mollin, Marian B., Winling, LaDale C. |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Detected Language | English |
| Type | Thesis |
| Format | ETD, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
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