J. Walter Thompson’s International Expansion and the Ideology of Civilization

Denise H. Sutton

Chapter 5 in Globalizing Ideal Beauty, 2009, pp 123-147 from Palgrave Macmillan

Abstract: Abstract It would be a mistake to imagine that the globalization of American advertising imagery dates from the 1960s or 1970s. In fact, it began at least sixty years earlier. Moreover, women were at least as important as men in spreading the U.S. ideal of feminine beauty around the world. Taking seriously the ideas and professional work of those pioneering women of JWT’s Women’s Editorial Department produces a much more complex—and, I think, realistic—understanding of how and why American advertising globalization was affected by and perpetuated ideas about gender, status, and racism in the late nineteenth and early twentieth centuries.

Keywords: International Market; Office Manager; International Expansion; Beauty Product; International Office (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-10043-5_6

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DOI: 10.1057/9780230100435_6

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