The Construction of Beauty: Women and American Advertisements in the 1920s

This thesis delves into the phenomenon of consumerism and commodity culture, its origins and how it influenced society with long-lasting effects. Focus is given to the figure of the woman, that occupied a fundamental role in this passage, and was the main customer of this new arrangement. Advertisements, generally directed to women, have been analyzed for this thesis, and have showed the tendencies and preferences of the time. These, coupled with other previous researches and books, have helped paint a picture of the beauty culture of the 1920s in America, the main focus of this thesis. The several aspects of this world are taken into consideration and investigated, which allowed to better understand beauty culture and its many nuances.