Illustrated soap advertisements in Myra's journal 1875-1912 : hygiene, beauty and class in Victorian England
Date
2008
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ORCID
Type
Degree Level
Masters
Abstract
The rapid emergence of the middle class in England during the nineteenth century affected many aspects of Victorian society. New social ideals required alterations to what had previously been perceived as correct values, and this era has become infamous for its repression. The new middle classes were especially insecure as to what constituted appropriate behaviour, and so sought guidance from authority figures. Middle class women found this guidance in magazines such as publisher Samuel Beeton's monthly magazine, Myra's Journal of Dress and Fashion. Advice was provided in Myra’s editorial column, “Spinnings in Town,” written by Myra Browne. The counsel was given through clever advertorial plugs written into the monthly column. Social ideals were also communicated in illustrated advertisements via their imagery.Advertisements for commercially manufactured soap were especially significant in recommending proper middle class behaviours and responsibilities. Victorian soap advertisements and recommendations not only sold the product to the consumer, they also created an idea of what constituted middle class behaviour and “sold” that to the willing and eager female consumers. Beauty was a main nonmaterial commodity sold via soap advertisements to the middle classes, and quickly became integral to the creation and maintenance of the middle class female identity. Despite their intentions, acceptance of the concepts of appropriate and actual deportment were not always consistent. Even the purveyors themselves could become susceptible to censure due to the whims of the marketplace, ill health, or awkward social compromises. Such was the case with the house that Beeton built.
Description
Keywords
Illustrated Soap Advertisements, Beauty, Myra's Journal 1875-1912
Citation
Degree
Master of Arts (M.A.)
Department
History
Program
History