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Italian Women's Experiences with American Consumer Culture, 1945–1975How to Be Beautiful like Mrs. Consumer: American Beauty and Italian Women

Italian Women's Experiences with American Consumer Culture, 1945–1975: How to Be Beautiful like... [This chapter investigates one of the most noticeable changes to Italian women’s physical appearance in the postwar period: the increased use of beauty and hygiene products. The flood of American and American influenced beauty and hygiene products into postwar Italy resulted in the rise to prominence of the American beauty ideal in the peninsula. In analyzing the images and words of beauty and hygiene product advertisements from the women’s magazine Annabella, Harris articulates the components of this ideal and illustrates how it broke with traditional ideas of Italian beauty. Moreover, the chapter reveals how this new ideal promoted democratic consumer capitalist values—freedom of choice, individualism, and affluence—that stood in stark contrast to Communist values and their perceived threat to the West.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

Italian Women's Experiences with American Consumer Culture, 1945–1975How to Be Beautiful like Mrs. Consumer: American Beauty and Italian Women

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Publisher
Springer International Publishing
Copyright
© The Editor(s) (if applicable) and The Author(s) 2020
ISBN
978-3-030-47824-7
Pages
127 –161
DOI
10.1007/978-3-030-47825-4_5
Publisher site
See Chapter on Publisher Site

Abstract

[This chapter investigates one of the most noticeable changes to Italian women’s physical appearance in the postwar period: the increased use of beauty and hygiene products. The flood of American and American influenced beauty and hygiene products into postwar Italy resulted in the rise to prominence of the American beauty ideal in the peninsula. In analyzing the images and words of beauty and hygiene product advertisements from the women’s magazine Annabella, Harris articulates the components of this ideal and illustrates how it broke with traditional ideas of Italian beauty. Moreover, the chapter reveals how this new ideal promoted democratic consumer capitalist values—freedom of choice, individualism, and affluence—that stood in stark contrast to Communist values and their perceived threat to the West.]

Published: Jul 1, 2020

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