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Globalizing modern beauty: The Women...

Sutton, Denise H.

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Globalizing modern beauty: The Women's Editorial Department at the J. Walter Thompson Advertising Company, 1910--1945.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Globalizing modern beauty: The Women's Editorial Department at the J. Walter Thompson Advertising Company, 1910--1945./
作者:	Sutton, Denise H.
面頁冊數:	319 p.
附註:	Source: Dissertation Abstracts International, Volume: 65-02, Section: A, page: 0727.
Contained By:	Dissertation Abstracts International65-02A.
標題:	Women's Studies. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3123482
ISBN:	0496707930

Globalizing modern beauty: The Women's Editorial Department at the J. Walter Thompson Advertising Company, 1910--1945.
Sutton, Denise H.

Globalizing modern beauty: The Women's Editorial Department at the J. Walter Thompson Advertising Company, 1910--1945. - 319 p.

Source: Dissertation Abstracts International, Volume: 65-02, Section: A, page: 0727.

Thesis (Ph.D.)--Clark University, 2004.

This dissertation charts the dynamic driving the creation and evolution of an all female department in one of the most influential advertising agencies in the history of the United States---the Women's Editorial Department at J. Walter Thompson (JWT) Advertising Company, 1910--1945. This in-depth study of the origins, intentions, and impacts of an innovative department within a global advertising agency captures a pivotal moment in our society's evolving consumer culture. With a uniquely interdisciplinary, Women's Studies approach, this research uses original archival research as a foundation for a historical analysis of a nascent advertising industry, a consideration of developing global communication systems, and the contributions of the women to the internationalization of J. Walter Thompson---the largest advertising agency in the world well into the 1970s. The images and copy the Women's Editorial Department created were circulated throughout the United States and contributed to the creation of a national identity that was in turn exported, becoming a key medium for the diffusion of U.S. culture. The impact of J. Walter Thompson and the Women's Editorial Department has implications for international markets and the ways in which American culture---with its attending values and beliefs---are exported to an international market along with the physical products.

ISBN: 0496707930Subjects--Topical Terms:

1017481
Women's Studies.

Globalizing modern beauty: The Women's Editorial Department at the J. Walter Thompson Advertising Company, 1910--1945.
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520 $a This dissertation charts the dynamic driving the creation and evolution of an all female department in one of the most influential advertising agencies in the history of the United States---the Women's Editorial Department at J. Walter Thompson (JWT) Advertising Company, 1910--1945. This in-depth study of the origins, intentions, and impacts of an innovative department within a global advertising agency captures a pivotal moment in our society's evolving consumer culture. With a uniquely interdisciplinary, Women's Studies approach, this research uses original archival research as a foundation for a historical analysis of a nascent advertising industry, a consideration of developing global communication systems, and the contributions of the women to the internationalization of J. Walter Thompson---the largest advertising agency in the world well into the 1970s. The images and copy the Women's Editorial Department created were circulated throughout the United States and contributed to the creation of a national identity that was in turn exported, becoming a key medium for the diffusion of U.S. culture. The impact of J. Walter Thompson and the Women's Editorial Department has implications for international markets and the ways in which American culture---with its attending values and beliefs---are exported to an international market along with the physical products.
520 $a Using a feminist, post-structuralist theory of semiotics, this dissertation provides insight into women's cultural production (creating advertisements) within a cultural, political and economic context. This theoretical approach includes an examination of dominant ideologies to analyze the advertisements created by the Women's Editorial Department both in the United States and internationally. A feminist post-structuralist semiotic analysis is used to explain (1) the social construction of the modern American woman and ideal feminine beauty, (2) how the images of the modern American woman and ideal feminine beauty became signs that gained ground and stabilized in the sign system of advertising, in the United States and internationally, and (3) how this was accomplished through advertising for women by the women copywriters at JWT.
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