© 2009

Globalizing Ideal Beauty

How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century

  • Authors

Table of contents

  1. Front Matter
    Pages i-xii
  2. Denise H. Sutton
    Pages 1-13
  3. Denise H. Sutton
    Pages 15-43
  4. Denise H. Sutton
    Pages 45-65
  5. Denise H. Sutton
    Pages 67-97
  6. Denise H. Sutton
    Pages 99-121
  7. Back Matter
    Pages 171-210

About this book


Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.


Advertising Expansion research success

About the authors

DENISE H. SUTTON has worked in higher education in New York City, USA, as a professor and administrator and at the Harlem Children's Zone as Director of Communications.

Bibliographic information

  • Book Title Globalizing Ideal Beauty
  • Book Subtitle How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century
  • Authors D. Sutton
  • DOI
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2009
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Palgrave Business & Management Collection Business and Management (R0)
  • Hardcover ISBN 978-0-230-61174-0
  • Softcover ISBN 978-1-349-37678-0
  • eBook ISBN 978-0-230-10043-5
  • Edition Number 1
  • Number of Pages XII, 210
  • Number of Illustrations 9 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Economic History
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


"Provides a glimpse into the origins of advertising and the key role that women played in creating today's global standard of feminine beauty . . .A useful volume for marketing as well as women's studies collections . . .Recommended." - Choice

"An empirically rich and beautifully written study of the complex and often contradictory roles that women and gender played in the history of American advertising. This should be essential reading for all those interested in understanding in what ways gender, class and race matter to the projection of American commercial culture at home and abroad." - Mona Domosh, Dartmouth College

"This absorbing book contributes to a growing body of sophisticated work about 20th century advertising. Sutton's study follows a group of avant-garde female copy writers, the J. Walter Thompson Women's Editorial Department, focusing particularly on the interwar years. Sutton shows how these class-conscious, professional, modern, feminist style-sett

ing copywriters created 20th century cosmetics advertising in JWT's imperialist, hyper-masculine corporate culture." - Tani E. Barlow, Ting Tsung and Wei Fong Chao Professor of Asian Studies, History Department, Rice University.