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Making war, making women : femininity and duty on the American home front, 1941-1945 / Melissa A. McEuen.

By: McEuen, Melissa A, 1961-.
Material type: materialTypeLabelBookPublisher: Athens : University of Georgia Press, c2011Description: xiv, 270 p. : ill. ; 23 cm.ISBN: 9780820329048 (hardcover : alk. paper); 0820329045 (hardcover : alk. paper); 9780820329055 (pbk. : alk. paper); 0820329053 (pbk. : alk. paper).Subject(s): Women -- United States -- History -- 20th century | World War, 1939-1945 -- United States | Femininity -- United States -- History -- 20th century | Advertising -- Cosmetics -- History -- 20th century | Advertising -- Clothing and dress -- History -- 20th centuryDDC classification: 305.40973/09044
Contents:
All-American masks : creaming and coloring the wartime face -- Tender hands and average legs : shaping disparate extremities -- Pleasant aromas and good scents : cleansing the body politic -- Proper attire and streamlined silhouettes : clothing the home front figure -- Sacrifice and agreeability : cultivating right minds.
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Book University of Texas At Tyler
Stacks - 3rd Floor
HQ1420 .M383 2011 (Browse shelf) Available 0000002128841

Includes bibliographical references (p. 247-261) and index.

All-American masks : creaming and coloring the wartime face -- Tender hands and average legs : shaping disparate extremities -- Pleasant aromas and good scents : cleansing the body politic -- Proper attire and streamlined silhouettes : clothing the home front figure -- Sacrifice and agreeability : cultivating right minds.

Reviews provided by Syndetics

CHOICE Review

McEuen (Transylvania Univ.) challenges old assumptions about the role of women and the contributions they made to home front life during WW II. The war years for women, McEuen contends, involved more than the government's persuading middle-class married women to don factory overalls. The author reframes the familiar and indisputable facts of the war--mass migrations and dislocations, the expansion of women into the paid labor force, and the evolution of women in the armed forces--offering a new interpretation of this era. Making adroit use of images from Ad Council archives and those of private advertisers and government propaganda agencies, McEuen argues that women's preoccupation over the way they dressed, made up their faces, painted their nails, cleaned their undergarments, and worried about their hemlines provided a greater measure of continuity than has previously been argued. Despite wartime shortages, femininity not only survived but also flourished because it was profitable for manufacturers. Moreover, maintaining prescribed standards of femininity was considered patriotic. The inclusion of full-page magazine ads and covers is a welcome addition to the book. Summing Up: Highly recommended. Upper-division undergraduates and above. B. Miller University of Cincinnati

Author notes provided by Syndetics

MELISSA A. MCEUEN is professor of history at Transylvania University. She is the author of the award-winning Seeing America: Women Photographers between the Wars and Making War, Making Women: Femininity and Duty on the American Home Front, 1941-1945 (Georgia).

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